The factors influencing customer purchase intention of green fashion in Thailand

Abstract

The global fashion industry, including Thailand, is grappling with environmental challenges like pollution and climate change, prompting a shift towards sustainability. This study investigates factors influencing Thai consumers' intention to purchase green fashion, focusing on subjective norms, environmental concern, awareness, and altruism. Employing quantitative methods, the study uses online questionnaires and statistical analysis to identify significant relationships. Results highlight the impact of subjective norms and environmental awareness on green fashion purchase intention. The study suggests leveraging influencer partnerships and informative advertising to enhance environmental awareness. It also emphasizes the role of policymakers in promoting sustainability. Despite limitations, future research can refine strategies for marketing and sustainability efforts in the fashion industry.