Exploring the sustainability perspective in the apparel purchase decision of customers: a qualitative study

Purpose Existing research studies have referred to the attitude–behaviour gap regarding sustainable fashion consumption. This study goes beyond exploring consumers’ thought processes during the apparel pre-purchase stage to examine whether the sustainability dimension influences decision-making and to investigate the value orientations that guide it. This study also aims to examine the differences between the older and younger age cohorts. Design/methodology/approach A qualitative study was conducted using in-depth interviews to explore the apparel pre-purchase stage, examining alternatives and the criteria used to evaluate them. The researchers gathered consumer perceptions of eco-friendly and recyclable materials and of brands taking sustainability initiatives. Respondents were chosen from an urban city in India using purposive and snowball sampling. Content analysis was done to generate first-order concepts. Findings Values of mindful consumption (Conservation) emerged from older and younger cohorts. Family value influence (Conservation) was reported by the younger cohort, while social responsibility (Self-Transcendence) was found in the older cohort. In comparison with the older cohort, the younger cohort practised alternatives to apparel purchase, such as renting, borrowing and thrifting was also much more price sensitive. The barriers to sustainable apparel behaviour included a lack of awareness, economic considerations, a materialistic mindset and personal inhibitions. While consumers had a positive perception of brands’ sustainability initiatives, some younger consumers expressed scepticism. Originality/value This study explores the full range of alternatives available to consumers at the apparel pre-purchase stage. It unravels the value orientations guiding the Indian consumer and provides recommendations for global apparel brands by drawing parallels with Schwartz’s Value Theory.