Unveiling the Determinants of Eco-Friendly Apparel Purchases: Green Marketing in the Garment Industry

DOI

10.2991/978-94-6463-758-8_36How to use a DOI?

Keywords

Eco-Friendly Apparel; Green Marketing; Consumer Behaviour; Garment Industry; Environmental Awareness

Abstract

This study explores the key determinants influencing eco-friendly apparel purchases, focusing on the role of green marketing in the garment industry. The increasing global demand for sustainable fashion highlights the critical need for companies to understand the factors driving consumer behaviour towards environmentally friendly products. Using the theory of planned behaviour as a theoretical framework, the research investigates the impact of environmental awareness, perceived consumer effectiveness, and trust in green marketing claims on consumer purchase intentions. Data were collected through a structured survey of consumers from various demographic backgrounds, with the results analysed using multivariate data analysis techniques. The findings indicate that green marketing strategies, when aligned with social values and consumer trust, significantly enhance brand credibility and positively influence eco-friendly purchase intentions. Additionally, the study reveals the importance of transparent corporate practices and the communication of authentic green credentials in fostering consumer trust and engagement. These insights offer valuable implications for marketers in the garment industry, suggesting that a holistic approach, incorporating both environmental messaging and consumer values, is essential to gaining competitive advantage in the growing eco-friendly apparel market. This research contributes to the understanding of green consumer behaviour and provides a foundation for further exploration of sustainable marketing practices in other sectors.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Download article (PDF)

TY  - CONF
AU  - Raden Darojat Wirabuana Kusumah
AU  - Mursalim Nohong
PY  - 2025
DA  - 2025/07/30
TI  - Unveiling the Determinants of Eco-Friendly Apparel Purchases: Green Marketing in the Garment Industry
BT  - Proceedings of the 9th International Conference on Accounting, Management, and Economics 2024 (ICAME 2024)
PB  - Atlantis Press
SP  - 419
EP  - 428
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-758-8_36
DO  - 10.2991/978-94-6463-758-8_36
ID  - Kusumah2025
ER  -