ENVIRONMENTAL CONSCIOUSNESS AND CONSUMPTION BEHAVIOR: AN EMPIRICAL STUDY IN FASHION INDUSTRY

Abstract

The interplay of environmental awareness and sustainable consumption in the fashion industries are focus of this empirical research. Due to its huge ecological imprint, the fashion industry is coming under closer examination in a time of increased environmental awareness. In the context of fashion, this study seeks to understand the complex relationship between consumer‘s environmental consciousness behavior, moral self-identity, empowerment, their green purchase intentions, and green purchase conspicuous behaviors supported by value belief norm (VBN) theory. This study investigates the elements that influence environmentally conscious customer choices in the fashion sector through a thorough examination of primary data collection of 330 through google generated document. Understanding the factors that affect customers' decisions to purchase sustainable fashion products is the main goal of the study. The results provide valuable information for marketers seeking to improve their marketing strategies. The research seeks to offer a comprehensive understanding of the dynamics at play by using quantitative methodology. The empirical results add to the body of research by illuminating the complex relationship between environmental consciousness and actual spending behaviours, particularly in the context of fashion. Keywords Environmental Consciousness, Moral Self-Identity, Green Purchase Intention, Empowerment, Self-Transformation, Value Belief Norm Theory (VBN), Green Purchase Conspicuous Behavior