What the study found
Sustainability did influence apparel pre-purchase decision-making, but it was shaped by different value orientations in older and younger consumers. The study also found barriers such as low awareness, economic concerns, a materialistic mindset, and personal inhibitions.
Why the authors say this matters
The authors suggest the findings help explain the role of sustainability in apparel buying decisions and the value orientations guiding Indian consumers. They also say the study provides recommendations for global apparel brands and draws parallels with Schwartz’s Value Theory, a framework about values such as conservation and self-transcendence.
What the researchers tested
The researchers used a qualitative study with in-depth interviews to examine the apparel pre-purchase stage, including the alternatives consumers considered and the criteria they used to evaluate them. They gathered perceptions of eco-friendly and recyclable materials and of brands taking sustainability initiatives from consumers in an urban city in India, using purposive and snowball sampling, and analyzed the interviews with content analysis.
What worked and what didn't
Mindful consumption values were reported by both older and younger cohorts. Family value influence was reported by the younger cohort, while social responsibility was reported by the older cohort. Compared with the older cohort, the younger cohort more often used alternatives such as renting, borrowing, and thrifting, and was also more price sensitive; some younger consumers expressed skepticism about brands' sustainability initiatives.
What to keep in mind
The abstract does not describe numerical results or how many people were interviewed. It also does not provide detailed limits beyond the study’s urban India sample and the qualitative design.
Key points
- Sustainability played a role in apparel pre-purchase decisions.
- Older and younger consumers showed different value orientations.
- Younger consumers more often reported renting, borrowing, and thrifting and were more price sensitive.
- Barriers included low awareness, economic concerns, a materialistic mindset, and personal inhibitions.
- Some younger consumers were skeptical of brands' sustainability initiatives.
Disclosure
- Research title:
- Sustainability influenced apparel decisions differently by age group
- Authors:
- Neerja Arora, Sartaj Chaudhary
- Institutions:
- University of Delhi, Fore School of Management
- Publication date:
- 2026-01-08
- OpenAlex record:
- View
- Image credit:
- Photo by Mikhail Nilov on Pexels · Pexels License
Get the weekly research newsletter
Stay current with peer-reviewed research without reading academic papers — one filtered digest, every Friday.