University of Twente Student Theses
Ethical consumerism in India : factors influencing Indian consumer's intention to purchase and continue the purchase of ethical clothing
Teotia, Vishu (2018) Ethical consumerism in India : factors influencing Indian consumer's intention to purchase and continue the purchase of ethical clothing.
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| Abstract: | The market for ethical clothing is gaining momentum in India with the birth of numerous indigenous ethical clothing brands. However, there is limited academic literature that examines Indian consumer behavioral intention towards ethical clothing. This study examined the determinants of ethical clothing purchase intentions among Indian consumers by testing two models namely; 1) intention to purchase ethical clothing (M1), and 2) intention to continue the purchase of ethical clothing (M2). The research models were tested according to the extended theory of planned behavior by implementing an online survey. This targeted generation Y consumers between 18-35 years of age. A total of 561 respondents participated in the research out of which 239 responses ((M1; n=155); (M2; n=84)) were used for further analysis. The models were tested by performing hierarchical regression analyses. The findings revealed that for model M1; the variables social influence, price, self-efficacy, moral obligation and concern for the welfare of workers positively influenced consumer’s ethical clothing purchase intentions. For model M2; the variables moral obligation, concern for the welfare of workers, and previous experience with ethical clothing were significant predictors of consumer’s intention to continue the purchase of ethical clothing. Furthermore, the findings revealed that moral obligation and concern for the welfare of workers were the two determinants that significantly influenced Indian consumer purchase intention in both the models. Therefore, the results of this study are expected to guide ethical brands and marketers by providing important insight into target areas, while developing marketing strategies for ethical clothing brands for Indian consumers. |
| Item Type: | Essay (Master) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 05 communication studies |
| Programme: | Communication Studies MSc (60713) |
| Link to this item: | https://purl.utwente.nl/essays/76792 |
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