What is it about?
The study examines the effect of cosmopolitanism, global social identity, green peer, and social media influence on green apparel knowledge and sustainable fashion perception of Indian consumers. Further, it explores the mediating effect of green apparel knowledge and sustainable fashion perception on behavioral intentions and eWOM.
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This page is a summary of: Antecedents of sustainable fashion apparel purchase behavior, Journal of Consumer Marketing, June 2022, Emerald,
DOI: 10.1108/jcm-04-2020-3733.
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