Abstract:
Antecedents to Organic Clothes Buying Intentions of Pakistani
Consumers: An Extension of Theory of Planned Behavior
Sustainability is an important issue that needs to be addressed to protect the environment
and its resources. Considering sustainability in the fashion industry is worthwhile as the
fashion industry causes a severe threat to the environment. This research aims to investigate
the factors that influence consumers’ buying intention of organic clothes in Pakistan. The
current study extends the “theory of planned behavior framework”, and includes
antecedents such as fashion involvement, consumer awareness, product attributes
perception, product availability, and price consciousness to understand the buying intention
of organic clothes. Moreover, this study intends to investigate the moderating effects of
environmental concerns and previous purchase experience on the relationships between the
antecedents and the factors such as “attitude, subjective norms, and perceived behavioral
control”. A total of 514 responses were collected from the Pakistani consumers. The
findings confirm that antecedents affect the buying intentions of the consumers.
Furthermore, the findings suggest that antecedents indirectly affect buying intention via
attitude, subjective norms, and perceived behavioral control. Likewise, the results confirm
that there are moderating effects of environmental concerns and previous purchase
experience on antecedents and factors such as attitude and perceived behavioral control.
Based on study’s findings, the implications for theory and practice are offered
