Unveiling Youth Intentions Towards Sustainable Clothing: An Extended Theory of Planned Behaviour Approach

In today’s era of fashion, the young population have the tendency to adopt fashionable clothing. Nevertheless, the ever-increasing popularity of sustainability in every walk of contemporary life instils a sense of sustainability when a consumer thinks of fashionable clothes. Therefore, this exploratory study takes a comprehensive approach to unveil the factors affecting people’s behaviour towards sustainable clothes, recognising that human behaviour is dynamic. An offline purposive sampling survey was carried out to collect data from 282 respondents, and data were analysed with the PLS-SEM software. The findings show that determinants like attitude, guilt, willingness to pay, and hedonic value have a crucial role to play in creating sustainable clothing purchase intention among youth in India. Our study is the first to add additional variables to the extended theory of planned behaviour and integrate these variables into a unifying framework for examining their effects on purchase intention for sustainable clothing. Moreover, the study used advanced features like the IPMA of PLS-SEM software to recognise the important factors that aid practitioners in better decision-making.