The determinants of eco-fashion purchase intention and willingness to pay

Abstract

Purpose: This study aims to examine the effect of social influence, environmental concerns and altruism on consumer purchase intention of eco-fashion (PIEF). In addition, this study, exploring the essential behavioral outcomes influenced in marketing, seeks to deepen the existing insight in this area. Design/methodology/approach: To obtain the required data, the authors surveyed a group of people with previous experience in the purchase of eco-friendly apparel. The research hypotheses were tested using the structural equation modeling technique. Findings: According to the results, social influence had the most significant impact on PIEF. Also, environmental concerns and altruism had a significant effect on PIEF. The results further indicated that eco-fashion purchase intention, in turn, influenced consumer willingness to engage in eWOM and pay a price premium. Practical implications: The results of the present study guide marketing practitioners for the segmentation of target consumers, as the information on consumers’ natural needs and desires in a socio-cultural context is of significant use to fashion managers to understand their customers deeply. This information also helps them discover better ways of designing their marketing campaigns. Originality/value: This paper contributes to research by advancing an understanding of how consumers make eco-fashion consumption decisions in purchasing apparel and provides businesses with managerial insights into devising marketing strategies to promote eco-fashion consumption, which facilitates fashion companies’ development of a sustainable fashion supply chain.