Drivers of green apparel consumption: Digging a little deeper into green apparel buying intentions

The apparel industry's sustainability is gaining scholars' attention amidst increasing concerns about its environmental impacts. However, to ensure that the efforts in preservation succeed, it crucial identify factors can positively influence consumers' purchase or buying intentions for green apparel. at present, this topic relatively understudied. Assimilating norm activation model (NAM) and stimulus–organism–response (SOR), we investigate economic, cognitive ecological as antecedents intentions. Additionally, adapt consider knowledge production a moderator. Empirically analysing data from 478 consumers USA through structural equation modelling, found significant roles affordance, ascription of responsibility stimuli influencing an individual's state self-efficacy, attitude personal norms. latter, turn, affects Our findings entail several suggestions help scholars, policymakers business managers make decisions. We contribute significantly literature by explaining nuances driving promote buying, practitioners leverage them devise appropriate strategic tactics supporting such consumption practices.