Unpacking Sustainable Clothing Purchase Intentions in India: An Extended TPB Perspective

Author(s)	Ms. Akanksha Kesarwani, Dr. Rishi Kant
Country	India
Abstract	This research explores the key factors shaping Indian consumers' intentions to purchase sustainable clothing, drawing on an extended Theory of Planned Behavior framework. We collected primary data from 421 respondents in North India through structured questionnaires, then analyzed it using structural equation modeling to test relationships among attitude, subjective norms, perceived behavioral control, high price, perceived quality, purchase intention, and actual purchase behavior. The results highlight perceived behavioral control and subjective norms as strong positive drivers of purchase intentions, while high price stands out as a major roadblock, negatively impacting both attitudes toward sustainable clothing and consumers' confidence in their ability to buy it. Perceived quality helps build that buying confidence but shows little direct effect on attitudes. The study's cross-sectional approach and use of purposive sampling may limit how widely these findings apply. Overall, these insights give brands and policymakers practical guidance: focus on affordability, easier access, and building social momentum to help sustainable fashion take root in emerging markets like India where budgets matter most.
Keywords	Sustainable fashion, sustainable clothing, TPB Theory, consumer behaviour, India
Discipline	Sociology > Commerce / Economics
Published In	Volume 4, Issue 2, March-April 2026
Published On	2026-03-06

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Advanced International Journal of Multidisciplinary Research