Investigating Consumers’ Motivation For Purchasing Sustainable Apparel Through Omni Channel Using Self-Determination Theory
Year: 2025
Type: article
Study design: Observational Study
Abstract: This study explores the psychological and contextual factors driving consumer motivation to purchase sustainable apparel in an omni-channel retail environment, using Self-Determination Theory (SDT) as a framework. Survey data from 374 Indian consumers reveal that environmental knowledge, locus of control, self-expressiveness, and social influence significantly impact brand trust and engagement—key mediators of purchase intention. Findings emphasize brand trust as a stronger predictor and highlight the role of integrated online–offline (phygital) strategies in shaping sustainable fashion behaviour. The study offers insights for bridging the gap between consumer attitudes and actions in sustainable consumption.
DOI: 10.64252/wd142c83
Authors: Sonal Mehrotra, Dr Amit Patel
Institution: Ganpat University
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4411995602