Exploring the sustainability perspective in the apparel purchase decision of customers: a qualitative study

Overview

Study investigates whether and how sustainability considerations influence apparel pre-purchase decision-making among urban Indian consumers, and identifies underlying value orientations across older and younger cohorts. The research addresses the attitudinal–behavioural gap by examining the full set of purchase alternatives considered before acquisition and consumers' perceptions of eco-friendly materials and brand sustainability initiatives. Findings are interpreted through the lens of Schwartz’s Value Theory to map emergent value priorities.

Methods and approach

Qualitative design employing in-depth interviews with purposively and snowball-sampled respondents from an urban Indian city. Interviews probed the pre-purchase stage: alternative options evaluated, criteria for evaluation, perceptions of recyclable/eco-friendly materials, and reactions to brand sustainability measures. Content analysis generated first-order concepts, which were aggregated into higher-order themes and mapped to value orientations.

Results

Both cohorts exhibited values aligned with mindful consumption (Conservation). Younger cohort responses additionally reflected family-influenced Conservation and greater price sensitivity; they more frequently considered non-ownership alternatives such as renting, borrowing and thrifting. Older cohort responses more frequently articulated social responsibility motivations consistent with Self-Transcendence. Reported barriers to sustainable apparel behaviour included limited awareness, economic constraints, materialistic mindsets and personal inhibitions. Brand sustainability efforts were generally viewed positively, although segments of younger respondents expressed scepticism regarding authenticity.

Implications

Findings suggest sustainability messaging and product offerings should be calibrated to cohort-specific value orientations: emphasize social responsibility and normative frameworks for older consumers and address economic/practical barriers and authenticity concerns for younger consumers. Non-ownership business models and affordability-focused sustainable options may enhance uptake among price-sensitive younger segments. Mapping to established value theory provides a framework for targeted interventions and for assessing the potential efficacy of policy, design and marketing strategies aimed at reducing the attitude–behaviour gap in apparel consumption.