Determinants of Sustainable Clothing Adoption : A Mixed-Method Study Integrating Thematic Analysis and Structural Equation Modeling

Authors

DOI:

https://doi.org/10.17010/ijom/2026/v56/i6/176018

Keywords:

sustainable clothing adoption, consumer awareness, environmental knowledge, perceived barriers, environmental concern, structural equation modeling.
Publication Chronology: Paper Submission Date : September 25, 2025 ; Paper sent back for Revision : March 25, 2026 ; Paper Acceptance Date : April 25, 2026 ; Paper Published Online : June 15, 2026

Abstract

Purpose : The study explored the determinants affecting sustainable clothing adoption behavior by extending the theory of planned behavior through the inclusion of consumer awareness (CAW), environmental concern (EC), environmental knowledge (EK), and perceived barriers (PB) in the emerging market scenario.

Methodology : A mixed-method approach was used in this research. During the qualitative phase, 120 respondents participated in an open-ended survey, and thematic analysis revealed sustainability-related factors affecting the adoption of sustainable clothing behavior, which were integrated into the extended theory of planned behavior (ETPB). During the quantitative phase, data were collected from 244 respondents using a structured Likert scale questionnaire. Structural equation modeling was utilized to validate the framework and examine the relationships among constructs.

Findings : The results highlighted that consumer attitude, perceived behavioral control, CAW, EC, and EK significantly influenced purchase intention, while PB negatively impacted purchase intention, and subjective norms were identified to be insignificant. Purchase intention strongly influenced buying behavior and mediated the relationship between antecedents and sustainable clothing adoption.

Practical Implications : The study highlighted that marketers and policymakers should promote the adoption of sustainable clothing by promoting sustainability awareness, improving eco-labeling transparency, strengthening consumer education, and reducing barriers related to affordability and accessibility.

Originality : The research incorporated thematic analysis with an ETPB framework to provide an extensive understanding of sustainable clothing adoption in an emerging market context.

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Published

2026-06-15

How to Cite

Rana, K., Banerjee, S., Agarwal, V., Saxena, A., & Chadha, P. (2026). Determinants of Sustainable Clothing Adoption : A Mixed-Method Study Integrating Thematic Analysis and Structural Equation Modeling. Indian Journal of Marketing, 56(6), 43–61. https://doi.org/10.17010/ijom/2026/v56/i6/176018

Issue

Volume 56, Issue 6, June 2026

Section

Articles
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