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논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 저널정보
- 한국마케팅과학회 Journal of Global Scholars of Marketing Science(마케팅과학연구) Journal of Global Scholars of Marketing Science(마케팅과학연구) 제32권 제2호
- 발행연도
- 2022.3
- 수록면
- 222 - 251 (30page)
- DOI
- 10.1080/21639159.2021.1885301
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초록· 키워드
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The current study examines the influence of innovativeness the- ory-based consumer independent judgment making (CIJM), novelty-seeking behavior (CNS), green apparel knowledge (GAK) and green apparel perceived effectiveness (GAPE) on green appa- rel purchase behavior (GAPB) in an emerging economy, i.e., India.
The covariance-based structural equation modeling (CB-SEM) and a fuzzy-set qualitative comparative analysis (fsQCA) were employed. A mall intercept method was used for data collection across 10 cities in India. A total of 450 responses were obtained through a structured questionnaire. Results indicated that green apparel perceived effectiveness (GAPE) and green apparel knowl- edge (GAK) had a positive influence on Indian consumers’ green apparel purchase behavior (GAPB). Consumer innovativeness con- struct of consumer independent judgment making (CIJM) and novelty-seeking behavior (CNS) had no positive impact on green apparel purchase behavior (GAPB). The findings can help green apparel manufacturers, environmentalists, and marketers to focus on prominently communicating the environment-related benefits of green apparels. Green clothing benefits may be improved by incorporating new fashion, designs, fabrics, and trendy styles.
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