Impact of Environmental Concern and Product Perceived Value on Purchase Intention for Sustainable Fashion Products

This study investigates the complex connection between Indian consumers' perceptions of the value of products and the tendency to buy sustainable fashion items, and environmental concern in an era marked by growing environmental difficulties. Understanding the mechanisms driving consumer behavior toward sustainable products is critical for both academia and industry asthe globe struggles with urgent ecological concerns. The study uses a quantitative methodology and a structured survey to gather information from 200 Indian customers. AMOS was used to apply SEM to analyse the data. Environmental concern is measured using recognized measures that indicate how much people know, care about, and feel responsible for environmental issues. Indicators that show customers' propensity to make environmentally conscious purchasing decisions are used to gauge their intention to buy sustainable fashion items. Preliminary results show a strong positive link between the intention to buy sustainable items and environmental concern, indicating that increased sensitivity and awareness of environmental issues have a favourable impact on consumer behavior. The Perceived value of sustainable items further also found to have a significant impact on purchase intention suggesting that consumers are highly intended to buy environmentally friendly goods when they believe they provide both concrete and intangible benefits.