From awareness to action: the role of sustainability consciousness in apparel purchase decisions

Due to the growing transformation of the apparel industry toward sustainability, it is essential to understand the factors that motivate consumers to purchase eco-friendly apparel. This study examined six dimensions: environmental concerns, attitude, economic condition, peer influence, eco-labelling, and product availability. A structured questionnaire was used to collect data from 200 respondents in Pakistan, predominantly consisting of young male consumers. Descriptive statistics, reliability analysis, factor analysis, and AMOS path diagram modelling were employed for data analysis. The findings revealed that environmental concerns, economic condition, peer influence, eco-labelling, and product availability significantly influenced consumers’ willingness to pay for sustainable apparel. However, attitude was statistically insignificant, indicating that positive perceptions alone do not necessarily translate into purchasing behaviour. The results highlight the combined influence of economic, social, and environmental factors in shaping sustainable consumption behaviour. The study primarily reflects the perceptions and purchasing behaviour of young Pakistani consumers, particularly young male consumers, who represented the dominant segment of the sample. The findings provide valuable implications for policymakers, brands, and manufacturers by emphasizing affordability, accessibility, reliable eco-labelling, and social influence in promoting sustainable fashion.