Journal of Social Sciences Review (JSSR) DOI: https://doi.org/10.54183/jssr.v3i2.

179

How to Cite This Article: Durrani, S., Sohail, M., & Rana, M. W. (2023). The Influence of Shopping Motivation
On Sustainable Consumption: A Study Related To Eco-Friendly Apparel. Journal of Social Sciences Review, 3(2),
248-268. https://doi.org/10.54183/jssr.v3i2.179

The Influence of Shopping Motivation On Sustainable Consumption:

A Study Related To Eco-Friendly Apparel

Department of Business and Management Sciences, Superior University,

Samira Durrani
Lahore, Punjab, Pakistan.
Department of Business and Management Sciences, Superior University,
Maimoona Sohail
Lahore, Punjab, Pakistan.
School of Economics and Management, North China Electric Power University,
Muhammad Waqas Rana
Beijing, China.

Vol. 3, No. 2 (Spring 2023) Abstract: The influence of consumers' intentions to purchase eco-friendly
Pages: 248 – 268 clothing is examined, with the moderating effect of consumption value. Also
examined were reasons for the disparity between consumer purchase intention
ISSN (Print): 2789-441X
and buying behavior regarding green apparel. A questionnaire on a five-point
ISSN (Online): 2789-4428 Likert scale was utilized to collect data. One hundred ninety-seven responses
were found valid out of 384 for analysis. Smart PLS and SPSS were used to
Key Words analyze the data. By the analysis found a significant impact of hedonic
motivation and utilitarian motivation on green purchase intention with
Green Apparel, Utilitarian
moderating impact on consumption value for the purchase behavior of the
Motivation, Hedonic Motivation,
consumer. Gender and income were also found to have a controlling impact on
Green Purchase Intention, the Hedonic and utilitarian motivation of consumers. The impact of consumer
Consumption Value, Green information availability, convenience to buy, and customized offerings of green
Purchase Behavior textile brands for consumers’ motivation to buy. Also, consumer beliefs related
to environmental issues, social and trends significantly impact the motivation of
Corresponding Author: consumers to purchase green apparel. The study of post-purchase behavior
Samira Durrani based on consumption value has been a new concept that is added in this
research paper on an existing study. The research will be useful to manufacturers
Email: [email protected]
in understanding how consumers will buy green clothing in a sustainable way
that benefits both the environment and consumers.

Introduction
In recent years, multinational corporations, the friendly garments. Consumption value also
government, academia, and other stakeholders affects eco-friendly apparel purchases. Clothes
have demonstrated a lot of interest in global makers should learn how each component affects
environmental changes. Environment-friendly consumer decisions to promote eco-friendly
products and activities are growing more clothes and remove impediments. This
important to consumers globally. This study awareness shows a 40-year dispute. To protect
examines the barriers to eco-friendly apparel the environment, many studies have stressed the
purchases to better understand the attitude- necessity for green activities and products. The
behavior gap. The findings show that UN's 2030 sustainable development goals include
convenience, information accessibility, selection, 17 environmental goals. The apparel business
customized offerings, trend, social, adventure, contributes heavily to social and environmental
authority, and prestige influence customers' issues. The garment business contributes 10% of
utilitarian and hedonic incentives to buy eco- global carbon emissions (T.T. Muthukumarana,
 The Influence of Shopping Motivation On Sustainable Consumption: A Study Related To Eco-Friendly Apparel

2017). Moving towards Green apparel is the way decreasing natural reserves, and waste overflow
to a safe environment from such environmental (Karolina Bielawska, 2021). The apparel industry
losses. Green apparel companies are attempting has been criticized for producing environmental
to raise customer knowledge about eco-friendly waste, using chemicals, and depleting natural
products and services for the protection of the resources(Arpita Khare, 2020). The market for
environment as a result of public knowledge eco-friendly goods is predicted to grow steadily
about environmental concerns and views about at a rate of 11.46% from 2015 to 2020, according
recycled items, as well as a favorable attitude to global trends, and is expected to reach 74.65
towards eco-friendly products, demand for green USD billion by that time (Kautish, 2021).
apparel has grown (ElHaffar, 2020). In the
Pakistan has one of the world's greatest
Textile industry, Synthetic Dyes and chemicals
textile industries since it grows cotton. Pakistan
are applied, and toxins are produced in
is Asia's eighth-largest cotton exporter and
wastewater – which causes health and
third-largest yarn spinner. Eco-friendly clothing
environmental damage. Companies are now
and textile manufacturers protect the
focusing on the sustainability of their products
environment by preserving energy, water, and
and their impact on the environment (Marie
other natural resources and tackling climate
Wiederhold, 2018b).
change (Shahbaz Abbas, 2019). Sapphire
Green products are resource-efficient (Pakistan Textile) leads 2021– Weaving Green, a
and environmentally friendly. Green products use Pakistani fashion waste elimination campaign,
non-hazardous ingredients and eco-friendly launched a sustainable product line made from
processes. An ecologically concerned buyer may ethical production, reclaimed fabric, and reduced
prefer an "Eco Friendly" or "Green Product" water consumption. Sapphire Textile popularised
product (Dr. Guddi Singh, 2022). People are more eco-friendly canvas bags, which became the
conscious of the effects of environmental change standard. Sapphire Textile's 2022 "Revive the
on the planet, as evidenced by their Thread" project encourages customers to donate
environmentally conscious purchasing decisions unwanted, used, or old fabric, linen, or apparel to
and product recycling (Ansar, 2020). Prior study their garment collectors so Sapphire can recycle
shows that customers can generate green and reuse them (Rani, 2021). When studying a
purchasing intentions by being inspired to consumer's green buying intention, several
acquire green products. Performance, quality, elements like convenience, values, personalized
convenience, and price influence green product options, information availability, motivation,
purchases (Karolina Bielawska, 2021). Green consumption value, and attitudes have been
purchasing behavior (GPB) involves considering found as critical (Wasim Ahmad, 2020). Textile is
the environmental impact of buying, using, and Pakistan's fastest-growing industry and its
discarding products (Mirani, 2020). Green largest industrial sector. This study contributes
products are eco-friendly and efficient. Wasteful to the body of work on internal determinants by
consumption reflects sustainable consumption investigating the link between motivation and
(Hoornweg, 2013). Green clothing is growing in the intention to make green purchases. The study
popularity, but various obstacles make it hard to also looks at how consumer value influences how
sell. Designers and producers struggle to make much sustainably made clothes are used. The
green apparel stylish (Arpita Khare, 2020). Some study contributes to the body of information on
Internal and external variables impact sustainable consumption and buying by
consumers’ green purchase intention.(Ghina providing a complete understanding of what
ElHaffar, 2020). Green clothing, like other green motivates individuals to purchase eco-friendly
items, is purchased out of concern about global clothes.
and local pollution levels, global warming,

Journal of Social Sciences Review | Vol. 3 no. 2 (Spring 2023) | p-ISSN: 2789-441X | e-ISSN: 2789-4428 249
Samira Durrani, Maimoona Sohail, and Muhammad Waqas Rana

Several studies have been undertaken to marketing than Western nations. (Ansar, 2020).
examine the impact of the textile industry on the This underscores the significance of conducting
environment and society (Joshi, 2020). The this study and determining the factors that
textile industry is renowned for producing cheap, influence consumer purchase intentions for
trendy clothing in large quantities for consumers green goods. The study's goal is to learn more
(Fletcher, 2013). Sustainable development in the about how consumer shopping motivation affects
Textile industry depends on sustainable their decision to purchase eco-friendly clothing.
production and sustainable supply chain The Objectives of the Study are given below,
management (Sushant Kumar a, 2021). To better which need to investigate:
understand consumer consumption, the Convenience, information accessibility,
sufficiency method focuses on the long-term selection, and customized offers and their effects
contributions of customers who lower their on utilitarian motivation Trend, adventure,
consumption via behavioral and lifestyle changes authority, social, and status and also their huge
(Birte Freudenreich, 2020). In studies on effects on hedonic motivation. The effect of
consumption, the availability of consumer hedonic and utilitarian motivation on the
information was a key focus in order to identify intention to make green purchases.The Impact of
ways to enhance the public's understanding of Green Purchase Intention on Green Purchase
sustainable product options (K.J. Glitz, 2015). Behavior. The Moderating Effect of Consumption
Consumer’s Green purchase intention is Value on Green purchase behavior.
influenced by social and environmental
The Moderating Impact of Consumption
information. (Sreen, 2018). In the Textile sector
Value between Green Purchase Intention and
consumption value of consumer impact on
Green Purchase Behavior. For the consumer's
consumer purchase intentions with other factors
purchase behavior towards green apparel Theory
involved like style, trend, and income (Naman
of Motivation (Utilitarian and Hedonic) is useful
Sreena, 2018). Green Products are now trending
for a distinct attitude of the consumer. Utilitarian
into a subculture in society; therefore, consumers
Motivation is related to the usefulness, value, and
prefer organic goods and green products as a sign
wiseness of consumer behavior. Hedonic
of prestige and luxury (Wasim Ahmad, 2020).
motivation relates to the pleasure experienced by
Customers' Intention to buy green products
the consumer. Also, the Theory of planned
depends upon their quality and manufacturer
behavior is helpful for the consumer's intention
offers that motivate the consumer to purchase
to buy green apparel. Past experience and
green products (Karolina Bielawska, 2021).
behaviors also affect consumers’ purchase
Consumers are more concerned about
behaviors. Consumers’ knowledge of the green
environmental issues and ecological imbalances.
apparel industry and environmental issues
(Haroon Qasim, 2019).
influence green apparel purchase intention and
Green fashion is slow, sustainable, and eco- actual consumer purchase behavior. The
friendly. The green fashion movement reduces perceived quality of green products,
apparel's social and environmental impacts. environmental concern, and environmental
Textile production is a major polluter. Pollution, understanding all have an impact on consumers'
waste, and climate change are caused by the green buying intentions. Because of significant
textile industry. Consumers and businesses now environmental and social awareness concerns,
consider green marketing (Peattie & Crane, sustainability in the textile and clothing industry
2005). There is a larger market there because has been a topic of discussion in recent years. By
consumers in developed economies are buying creating environmentally friendly products,
more green products. (Imran Khan1, 2021). Asian conserving energy and water, and protecting the
countries have far fewer studies on green natural climate, textile manufacturers can help

250 Journal of Social Sciences Review | Vol. 3 No. 2 (Spring 2023) | p-ISSN: 2789-441X | e-ISSN: 2789-4428
 The Influence of Shopping Motivation On Sustainable Consumption: A Study Related To Eco-Friendly Apparel

protect the environment. The concept and Customized Offerings

significance of consumers' green purchase Customized offerings refer to enticing
behavior, as well as how internal and external modifications to a product's or a service's
factors affect consumers' green purchase features, as well as adjustments to the packaging
behavior, have been the focus of this study. and shipping options. Consumers who are
Additionally, the current status of green utilitarian and driven by customized offerings
purchasing practices in Pakistani clothing and might prefer to purchase green clothing
textile businesses was examined. (Bielawska & Grebosz-Krawczyk, 2021).

Definition of Key Terms Hedonic Motivation

Utilitarian Motivation The hedonic aspect refers to the emotional
Problem-solving, convenience, and product feelings listed by (Morris B. Holbrook, 1982),
information are utilitarian motivations. such as hate, fear, love, boredom, joy, etc., In
Consumers are motivated by the activity's utility, addition to likes and disliking. It is possible to
value, and wisdom. The standard information classify satisfying basic needs like eating and
processing buy model states that rational, sleeping as hedonistic activities. Hedonic
unbiased consumers maximize utility by focusing motivation is the lowest level of Maslow's
on real benefits (Morris B. Holbrook, 1982). hierarchy of needs (safety and security, social
belonging, physiological and esteem), and
Convenience because of this, he is sometimes criticized for
The measure to which customers think they have underestimating the importance of seeking
saved time and effort on their purchases. pleasure and avoiding pain.
Convenience-driven shoppers may buy eco-
friendly clothing from a nearby store or an online Trend
retailer to save time and energy while also The trend indicates that in the coming decades,
promoting sustainable consumption. the fashion-buying experience will change.
Convenience costs are incurred as a result of the Additionally, how brands and retailers are
time, physical and mental energy, and money changing and becoming more environmentally
necessary to overcome. and sustainably aware. The fashion industry is
working positively for a green future.Social
Information Availability Social refers to the social connections of
For shopping, consumers seek information about consumers. Some consumers enjoy shopping
a product when making a buying decision. Some with memorable social activities with family or
information is availed by the feedback of friends. Consumers ask opinions from family or
consumers while shopping in the stores. Also, friends about their purchases – to be liked by all.
some consumers gathered information on their Also consumers share their experiences about
own. (Hilal Özen, 2015). Customers who are product buying and, after buying, express their
motivated to purchase eco-friendly clothing feelings with other people-either positive or
might ask for more product details, such as a negative.
product's effect on the environment. (Imran
Khan1, 2021). Adventure
Adventure refers to the thrill that shoppers
Selection experience while shopping. A consumer's cheers
Selection refers to the decision to purchase from or excitement is related to their hedonic
among available options (Rosy Boardman, 2018). drive.(BikrantKesari, july2016).

Journal of Social Sciences Review | Vol. 3 no. 2 (Spring 2023) | p-ISSN: 2789-441X | e-ISSN: 2789-4428 251
Samira Durrani, Maimoona Sohail, and Muhammad Waqas Rana

Authority & Status Literature Review

Authority refers to the special feeling of Hedonic Motivation
consumers while shopping in retail stores and Hedonic motivation refers to happiness,
asking a salesperson to describe features of awakening, fantasy, enjoyment, sensuality,
products and the range of products till the arousal, etc., as the forces that initiate the
consumer got satisfied with purchasing the consumer's intention to buy (Morris B. Holbrook,
product. While shopping, heavy discounts, free 1982). Hedonic buying motivations have been
gift wrapping, free home delivery, etc., make a demonstrated to induce consumer emotional
consumer feel authoritative.(BikrantKesari, instability (psychological route) while
2016). simultaneously motivating customers to stay
longer in a store (behavioral route), resulting in
Green Purchase Intention larger consumer purchases when combined than
Purchasing intentions are the customer's desire either route alone (Mark Yi-Cheon Yim, 2013).
to acquire a specific product or service. The potential to exercise authority over store
Purchasing intentions are a dependent variable employees or salespeople, peer group attraction,
that is influenced by both external and internal status, and social experiences gained from
influences. Buying intentions are a measure of a interacting with other customers or store
respondent's willingness to buy a product or use personnel are all examples of social
a service. The purchase intention of a customer motives(Mehta & Dahl, 2019). Celebrities set
relates to the consumer's attitude towards a trends that other consumers follow (Marie
certain purchasing activity as well as the Wiederhold, 2018a). Information about the
consumer's readiness to pay. This is, in essence, product and results of a product gives a high
a signal of consumer purchasing behavior. motivational level with cheers and excitement
(Kumar, 2018). Some clients must stay in the
Consumption Value store to browse for hedonic items like clothes,
Consumption value refers to how well a product fashion, trends, and home décor after making a
satisfies a consumer's need by accounting for all utilitarian purchase. (Mark Yi-Cheon Yim, 2013).
of the consumer's after-purchase net utility or Hedonic consumers shop both in-person and
satisfaction as the moderating effect of online primarily for the purpose of
consumption value ( what to buy and why to buy enjoyment(Hilal Özen, 2015). Customers who are
) for a decision of green apparel. motivated by hedonic factors express a desire to
purchase eco-friendly clothing as a way to treat
Green Purchase Behaviour themselves and engage in social interaction (Al
Green purchasing behavior refers to the purchase Karim, 2013). Only one attribute, adventurous
of eco-friendly or sustainable items that are (those who seek new and interesting challenges
"recyclable and "useful" to the environment, as to feel alive), was positively associated with
compared to the purchase of such things that environmentally friendly actions (Dooyoung
adversely impact the environment and society. Choi, 2019). Hedonistic consumers express a
Green purchasing behavior refers to people desire to purchase eco-friendly clothing as a
selecting ecologically friendly items that use means of treating themselves and a chance to
fewer resources and have a reduced interact with others throughout the purchasing
environmental effect and risk. process (Naman Sreena, 2018). Social value is
also associated with the behavior of human
nature for the purchase intention of products
(Mutum et al., 2021). An alternative's projected
social group benefits. Social worth comes from

252 Journal of Social Sciences Review | Vol. 3 No. 2 (Spring 2023) | p-ISSN: 2789-441X | e-ISSN: 2789-4428
 The Influence of Shopping Motivation On Sustainable Consumption: A Study Related To Eco-Friendly Apparel

belonging to good or negative stereotyped motivation(Sushant Kumar, 2018). The standard

demographic, socioeconomic, and cultural- information processing buy model states that
ethnic groupings (Aydın, 2019). Green clothing rational, unbiased buyers optimize utility by
promotes sustainable consumption and social stressing certain advantages (Tauber, 1972).
connection (Kumar & Yadav, 2021). When Consumers' motivation has interacted with
shopping in-store, the experience of going to a environmental issues while having the intention
store is viewed as exciting and adventurous, to buy green apparel (Kader, 2022). Consumers
which is positively related to the hedonic view social interactions as a source of hedonic
motivation of the consumer for purchasing pleasure, and this is referred to as social (Aydın,
behaviour (Atulkar & Kesari, 2017). When 2019).
consumers shop, they have a unique feeling of
authority and status (Kumar & Sadarangani, Green Purchase Intention
2021). A consumer's ability and desire to choose an
environmentally friendly product over a
Utilitarian Motivation conventional one at this point in the
In order to fulfill a need, motivation is a tool that manufacturing process tends to exceed the
starts a behavioral change (Westbrook, 1985). environmental impact (Nia Budi Puspitasari,
People go shopping for a variety of reasons, 2018). Green products encourage people to try
including personal and social motivations as well and buy them by reducing customer discontent
as to buy goods or obtain services (Tauber, 1972). (Kashi, 2019). As per previous research, the use
Personal motives play the role of responsibility, of green products is a wise strategy to save
gratification, and satisfaction which is a way to environmental loss (ElHaffar, 2020). Eco-
learn stimulation (Mehta et al., 2019). Utilitarian friendly products cause less damage to the
Motivation: product selection, information environment as compared to traditional
availability, convenience or accessibility, and products, which are still giving functional
customized advertising as antecedents (Sushant benefits with loss of environment
Kumar, 2018). Consumers go shopping in terms (Jebarajakirthy, 2019). Several variables, social,
of utilitarian benefits as well as for their buying trend, selection, customized offerings, and
satisfaction (Al Karim, 2013). Researchers studied demographic variables, for the motivational
that customers’ purchase behavior is influenced behavior of consumers have been studied
by their purchase intention to buy, and purchase (Sushant Kumar, 2021). Green sustainability has
intention is influenced by their motivation to buy grown in relevance in the modern clothing and
(Sushant Kumar, 2021). Modern clothing and textile markets, emerging as an essential idea in
textile manufacturers view green marketing as a Pakistan and throughout the world.
crucial business strategy (Nautiya, Febrauary
2020). Environmental threats and ecological Consumption Value
imbalance encourage people to choose organic Sheth et al. (1991) built the theory and its tenets
products to protect the environment and exploit utilizing economics, marketing, consumer
natural resources (Haroon Qasim 1, March2019). behavior, sociology, and psychology, making the
Consumer value depends on product utility— TCV a multidisciplinary approach to consumer
what is received and what is offered. Consumers choice behavior research (Tanrikulu, 2021).
identified green products as Ozone-friendly, According to its founders, the theory's only
phosphate-free, refillable, recyclable, and practical application is deliberate, free decision-
environmentally favorable (Dr. Guddi Singh, making (Mutum et al., 2021). "Why customers
2022). Goal-oriented, logical, and mission- buy (or use) a given product" is its focus. The
critical motivation is known as utilitarian consumption value and perceived risk affect

Journal of Social Sciences Review | Vol. 3 no. 2 (Spring 2023) | p-ISSN: 2789-441X | e-ISSN: 2789-4428 253
Samira Durrani, Maimoona Sohail, and Muhammad Waqas Rana

green product purchase intention (Ansar, 2020). & Dickson, 2009). Environmental benefits were
Fast fashion, which boosts clothing sales, uses considered when designing green apparel. Green
rapid response mechanisms and an agile supply clothing's fair-trade benefits were cited by
chain (Freudenreich, 2020). Sustainable garment consumers (Liang et al., 2022).
development begins with supply chain
management and production (Sushant Kumar, Sustainable Consumption in the Apparel Industry
2021). Value consumption in customer decisions Sustainability means addressing global demands
to buy conventional versus sustainable goods without damaging ecosystems or future
(GhinaEl, 2020). There is a poor association generations. It covers many industries.1713
between sustainable consumption behavior and German forestry literature used "sustainability."
consumer attitude (Yatish Joshi, 2019). Consumer Considerations include social, economic, and
intention and sustainable purchase habits need environmental sustainability. People, Planet, and
additional study (Kao & Tu, 2015). Due to their Profit, or "3 P's," are another name for this
need to understand new items, early customers "triple-bottom-line" concept. Fairness,
learn about them through the media. After workplace rules, and human rights are
learning about a new product, they need to try it sustainable social issues (Kate Fletcher, 2013).
(Mutum et al., 2021). Consumers' personal values Numerous studies have examined how the
can be related to their purchasing motivation by garment business harms the environment and
using consumption values that are based on society (Freudenreich, 2020). Mass manufacture
them, which impact the future consumer’s of cheap garments in the apparel industry affects
buying behaviors (Tanrikulu, 2021). To better consumer behavior (Al Karim, 2013). Despite
understand this motivation, the TCV( Theory of global apparel manufacturing expanding since
Consumption value ) can be used in conjunction 2000, customers are buying 60% more clothes
with consumer values for a particular brand, than 20 years ago. Clothing use has dropped 36%
product category, and brand (Kumar & Yadav, in 20 years. Cheap production makes quick
2021). fashion wasteful. The US produces 15 million
tonnes of industrial trash from 100 billion
Green Purchase Behavior garments (Fletcher, 2010). Sustainability is
Consumers want to enjoy shopping. Trendy changing business practices. Fashion generates
shoppers love praise from friends and family. 10% of global carbon emissions (Shahbaz Abbas,
Famous personalities and aspirational products 2019). The fashion industry is thought to produce
impact these shoppers. Eye-catching adverts sell 92 million tonnes of textile waste annually for
green apparel (Sreen et al., 2018). In the context every 56 million tonnes of clothing that are
of green buying behavior, research posits that purchased (Fletcher, 2010). Synthetic fibers,
green consumers are willing to pay higher prices which comprise 72% of clothes, disintegrate after
for green brands, as it helps them exhibit pro- 200 years. The slow fashion movement has
environmental values (Khare & Kautish, 2021). challenged these huge mainstream fashion
Clothing can be classified under physical, brands for some time. It's no longer ignorable
extrinsic, and cost attributes(Xiao & Kim, 2009). (Richey, 2021).
These traits help buyers evaluate clothing's
tangible and intangible benefits and form
Research Hypothesis & Research Model
positive sentiments (Cowan & Kinley, 2014).
Utilitarian Motivation & Green Purchase
Thus, eco-friendly clothing's benefits predicted
Intention
buyer behavior. Because clothing expresses
identity and self-expression, environmental Utilitarian consumers, with the help of maximum
ideals affect green clothing purchasing (Hustvedt information for beneficial product utilization,

254 Journal of Social Sciences Review | Vol. 3 No. 2 (Spring 2023) | p-ISSN: 2789-441X | e-ISSN: 2789-4428
 The Influence of Shopping Motivation On Sustainable Consumption: A Study Related To Eco-Friendly Apparel

make purchase decisions. (Hilal Özen, 2015) Information Availability & Green Purchase
Consumers who are utilitarians have access to all Intention
information. While a salesperson provides the Consumers use the information available to make
necessary information when a customer visits a purchases. Online shoppers can obtain user
mall or store, consumers can gather information reviews and other information not available in
with just one click(FelixKatt, 2020). stores (Khan et al., 2021). Store staff must offer
H10: Utilitarian motivations are positively associated customers information to shop. Customers also
with green apparel purchase intentions. spend money, time, and hassle learning
information on their own (Khare & Kautish,
Hedonic Motivation & Green Purchase Intention 2021). Consumers who are utilitarian use the
Hedonic customers want eco-friendly apparel to information at their disposal to weigh their
reward themselves and socialize (Mark J.Arnold, options and make decisions. Available
2003). Hedonistic customers buy eco-friendly information help in purchase decisions(Kumar &
clothes to reward themselves and socialize Yadav, 2021). Customers who are motivated to
(Sushant Kumar, 2021). Hedonistic shoppers use purchase eco-friendly clothing might request
pleasure as their main driving force for both in- more product details.
person and online purchases(Hilal Özen, 2015). H2: Information Availability is positively correlated
Consumers' enthusiasm for green clothing with green apparel purchase intention.
supports their intention to buy it, so the
following is hypothesized: Selection & Green Purchase Intention
H9: Hedonic motivation is positively correlated with The term "selection" describes how simple it is
green apparel purchase intentions. to choose an item from a variety that is offered.
Such selections are widely offered, simple to find,
Convenience & Green Purchase Intention and simple to keep up in stores (Boardman &
Convenience or accessibility saves time and McCormick, 2018). Customers using physical
effort, both physical and mental. Convenience shopping systems can see, compare, and make
saves time and mental and physical energy purchases whenever it's convenient for them
(Gilboa & Mitchell, 2020). This includes things without having to go to a physical store, but a
like the accessibility of store hours, the customer may need to visit numerous physical
availability of goods or services, and the distance stores to find the item that best meets their needs
to stores (Kesari & Atulkar, 2016). Utilitarian (Grewal & Roggeveen, 2020). Online shoppers do
shoppers prefer shopping online due to rapid not have to make potentially lengthy trips to
transaction processes, real-time product physical stores in order to purchase green
information, and environmental impact clothing for specific use (Kumar & Kashyap,
information (Kumar & Sadarangani, 2021). Online 2018). When shopping in person, the item is
shopping can not promise instant fulfillment, delivered to the customer, and customers have a
which may frustrate clients. Customers can shop larger selection of choices.
whenever they want, which makes Internet H3: Selection is positively associated with green
shopping convenient (Mutum et al., 2021). purchase intention.
Customers driven by convenience might buy eco-
friendly clothing. Customized Offerings & Green Purchase
H1: Convenience is positively correlated with green Intention
apparel purchase intention. Every store strives to offer customers
customization, which is a special value.
Customized offerings include changes to the
packaging, transaction, and shipping, as well as

Journal of Social Sciences Review | Vol. 3 no. 2 (Spring 2023) | p-ISSN: 2789-441X | e-ISSN: 2789-4428 255
Samira Durrani, Maimoona Sohail, and Muhammad Waqas Rana

the features of a good or service (Kumar & making purchases online, virtual buddies take
Kashyap, 2018). Consumers who are more the place of real-life friends and family (Kesari &
utilitarian place more emphasis on products Atulkar, 2016). Green clothing can foster more
being tailored to their needs and preferences social connections because it symbolizes a
(Kesari & Atulkar, 2016). The apparel industry, personal contribution to sustainable
where product feature changes occur more consumption (Kumar & Sadarangani, 2021).
frequently, is where customization is most H6: Social is positively correlated with green apparel
popular (Khare, 2019). Online and offline purchase intention.
merchants should promote customization.
Utilitarian and personalized consumers may Adventure & Green Purchase Intention
prefer eco-friendly apparel (Khan et al., 2021). Adventure is the term for the sensual thrill that
Furthermore, personalizing eco-friendly shoppers experience while shopping (Kao & Tu,
clothing can promote a sense of identity and 2015). Hedonistic shoppers place a higher value
pride, which may promote sustainable on the experience of shopping than they do on
consumption. the actual product (Aydin & Şahin, 2019).
H4: Customized Offerings are positively correlated Customers are excited when interacting with
with green purchase intention. salespeople when they shop online. These
shoppers enjoy browsing the aisles of eco-
Trend & Green Purchase Intention friendly clothing (Kesari & Atulkar, 2016).
The term "trend" describes a consumer's drive to H7: Adventure is positively correlated with green
enjoy their shopping experience. Trend-driven purchase intention.
shoppers enjoy having their hard work
recognized by their friends and family. (Khan et Authority & Status & Green Purchase Intention
al., 2021) These consumers are greatly influenced Status and authority refer to distinct emotions
by celebrity endorsements and aspirational that shoppers experience (Kumar & Kashyap,
goods, so businesses are positioning green 2018). When making purchases online, online
clothing as such by using alluring friends take the place of friends and family.
advertisements.(Kesari & Atulkar, 2016). The ease Customers can seek guidance from experts,
with which hedonic consumers can now learn either offline or online, to get praise for their
about new products and trends also makes them purchases(Kesari & Atulkar, 2016). Offering
enjoy the shopping experience(Kumar & significant discounts, free home delivery, gift
Kashyap, 2018). Hedonic shoppers may form packing, or simple replacement when shopping
affinity groups to discuss eco-friendly fashion can also project status and authority(Atulkar &
during the shopping experience. Kesari, 2017). You can feel more in control when
H5: Trend is positively correlated with green apparel you shop by asking the salesperson to describe
purchase intention. and show you a variety of products until you're
satisfied(Kumar & Sadarangani, 2021).
Social & Green Purchase Intention H8: Authority & Status is positively correlated with
Social relationships are those that people green purchase intention.
recognize as providing hedonic pleasure. Some
shoppers take pleasure in socializing and making The moderating effect of Consumption Value &
lovely memories while doing their shopping with Green Purchase Behavior
friends and family(Aydin & Şahin, 2019). To make Researchers have found that women have
sure that everyone approves of their purchases, stronger propensities for sustainable
consumers frequently ask their friends and consumption and are more pro-environment, as
families for feedback(Lee et al., 2015). When demonstrated by their greater intention to buy

256 Journal of Social Sciences Review | Vol. 3 No. 2 (Spring 2023) | p-ISSN: 2789-441X | e-ISSN: 2789-4428
 The Influence of Shopping Motivation On Sustainable Consumption: A Study Related To Eco-Friendly Apparel

eco-friendly products (BrahimChekimaa, 2016). explains choice behavior by focusing on

The theory of consumption values (TCV) explains consumption values (Jagdish N. Sheth, 1991).
why consumers buy or don't buy a product, why Functional value is the perceived benefit of an
they prefer one product type over another, and alternative's functional, utilitarian, or physical
why they prefer one brand over another. operation. Social value is the perceived benefit of
Consumer non-durables, consumer durables, a choice's association with a social group.
industrial items, and services can be decided Emotional value is a choice's propensity to evoke
using the idea. feelings. Attention-grabbing alternatives'
H13: Consumption Value significantly impacts green perceived usefulness. Conditional value: An
purchase behavior. option's perceived usefulness based on the
decision-makers situation.
Moderating Effect of Consumtion Value H11: Consumption Value significantly moderates the
"The reasons behind the decisions consumers relationship between Green Purchase Intention and
make." why people choose one product category Green Purchase Behavior.
over another and why they favor one brand over H12: Green Purchase intention significantly impact
another. This theory predicts, describes, and Green purchase Behavior.

Conceptual Model
Figure 1
Research Model

Journal of Social Sciences Review | Vol. 3 no. 2 (Spring 2023) | p-ISSN: 2789-441X | e-ISSN: 2789-4428 257
Samira Durrani, Maimoona Sohail, and Muhammad Waqas Rana

Methodology was analyzed after collection from consumers.

Research methodology is concerned with the The survey questionnaire, which included
methods and tools that will be used during the measurable items, provided the data for further
research process(Mackenzie & Knipe, 2006). analysis. The analysis was done to assess the
Quantitative research was used to track customer hypotheses that were developed and discussed in
purchasing habits for eco-friendly clothes in the chapter two. The statistical tools used by the
Pakistani textile sector and calculate researcher to transform unstructured data into
relationships. Research design, demographics, information that can be further analyzed
sample size, instruments, and data collection are logically are described in the section that follows
described below. The third section discusses in this chapter. To test the research hypotheses,
statistical approaches for testing hypotheses. A the researcher used two pieces of software: the
questionnaire collected data by random Statistical Package for Social Sciences (SPSS,
sampling. Thus, past research provided version 25.0) and Smart-PLS (Version 3. M3) for
constructs and metrics. Study participants were structural equation modeling (SEM). The primary
surveyed. Each construct's study items were tasks carried out by using SPSS include the
adjusted from previous investigations (Joshi & following: preparing the data for analysis,
Rahman, 2019; Khare & Kautish, 2021; Khare & checking for and dealing with missing values;
Sadachar, 2017; Kumar & Yadav, 2021; Mutum et and (3) Producing descriptive statistics in
al., 2021). The use of the questionnaire method support of demographic analysis.
was thought to be appropriate for this
investigation because it is one of the most well- Findings & Discussion
known ways to gather information. This study Demographics
makes use of multi-dimensional measures and A descriptive analysis was conducted to gather
multiple items. The adopted measures come from information about the respondents' gender, age,
validated, well-known scales that have been used and income, as well as their characteristics.
in prior research. A total of 385 Questionnaire Descriptive analysis was also used to verify
forms were distributed via email and google background data, which included gender, age,
forms. A total of 216 responses were received, and academic background, and length of work. With
198 were used in the analysis after 18 relation to age, gender, and income, the survey
questionnaires with outliers, missing values, and for this study aims to gather data on the
incomplete data were eliminated. Finally, 198 respondents' demographic preferences. The
responses that satisfied the priority condition demographics of the study's participants.
were taken into account in the analysis. The data

Reliability Analysis
Table 1
Cronbach Alpha
Constructs No. of Items N Cron Bach Alpha
Utilitarian Motivation 3 198 0.564
Convenience 4 198 0.720
Information Availability 8 198 0.941
Selection 7 198 0.587
Customized Offerings 3 198 0.943
Hedonic Motivation 4 198 0.861
Social 8 198 0.939

258 Journal of Social Sciences Review | Vol. 3 No. 2 (Spring 2023) | p-ISSN: 2789-441X | e-ISSN: 2789-4428
 The Influence of Shopping Motivation On Sustainable Consumption: A Study Related To Eco-Friendly Apparel

Trend 5 198 0.883

Adventure 3 198 0.667
Authority Status 5 198 0.939
Green purchase intention 3 198 0.918
Consumption Value 5 198 0.651
Green purchase behavior 6 198 0.504

Explanation: The coefficient of reliability availability, choice, customized offer, hedonic

Cronbach alpha was calculated to assess internal motivation, social, trend, adventure, authority
consistency for each adopted scale. The findings status, and status as an expert. Green purchasing
show that the scales used measures with a intention, consumption value & green purchasing
sufficient level of reliability. The acceptable range behavior are 0.564, 0.720, 0.941, 0.587, 0.943,
should be greater than 0.5. Values of Cronbach 0.861, 0.939, 0.883, 0.667, 0.939, 0.918, 0.651,
alpha have been represented (table 1) by and 0.504, respectively.
utilitarian motivation, convenience, information

PLS-SEM Analysis
Measurement Model Assessment
Convergent Validity
Table 2
Convergent Validity (Factor Loadings)
Constructs Items Loading Alpha CR AVE
Adventure ADV1 0.794 0.776 0.786 0.607
ADV2 0.815
ADV3 0.725
Authority Status AS1 0.875 0.939 0.941 0.805
AS2 0.881
AS3 0.916
AS4 0.903
AS5 0.91
Customized Offering CO1 0.965 0.943 0.952 0.897
CO2 0.956
CO3 0.92
Convenience CON1 0.879 0.712 0.81 0.551
CON2 0.509
CON3 0.823
CON4 0.763
Consumption Value CV1 0.897 0.736 0.892 0.563
CV2 0.924
CV3 0.612
CV4 0.583
Gree Purchase GPB3 0.769 0.776 0.761 0.561
Behavior
GPB5 0.866
GPB6 0.508

Journal of Social Sciences Review | Vol. 3 no. 2 (Spring 2023) | p-ISSN: 2789-441X | e-ISSN: 2789-4428 259
Samira Durrani, Maimoona Sohail, and Muhammad Waqas Rana

GPI 0.922
GreePurchase GPI2 0.884 0.869 0.875 0.792
Intention
GPI3 0.864
HM1 0.848
Hedonic Motivation HM2 0.762 0.861 0.872 0.706
HM3 0.855
HM4 0.891
Information IA1 0.634 0.939 0.957 0.713
Availability
IA2 0.851
IA3 0.881
IA4 0.858
IA5 0.929
IA6 0.972
IA7 0.912
IA8 0.651
Social SCL1 0.798 0.939 0.945 0.707
SCL2 0.827
SCL3 0.923
SCL4 0.921
SCL5 0.834
SCL6 0.757
SCL7 0.911
SCL8 0.732
Selection SEL1 0.447 0.692 0.677 0.597
SEL2 0.781
SEL3 0.684
SEL4 0.132
SEL7 0.774
Trend TR1 0.874 0.884 0.895 0.685
TR2 0.902
TR3 0.791
TR4 0.808
TR5 0.753
Utilitarian Motivation UM1 0.176 0.568 0.891 0.585
UM2 0.951
UM3 0.906
Note: Chron Bach Alpha, Composite Reliability (CR), Average Variance Extract (Ali Qalati et al.).

Explanation: Table 2 shows the measurement convergence validity. The CV shows consistent
model assessment's converging validity factor build measurements. A CV should take factor
loadings and AVE average variance. AVE values loadings and indication AVE into account. Higher
and factor loadings show how well each item Cronbach's alpha values suggest concept validity
connects with the measured construct. Factor and reliability. All factor loading values exceed
loadings of 0.7 or higher indicate good 0.5 in the Table. Deleted items typically have the

260 Journal of Social Sciences Review | Vol. 3 No. 2 (Spring 2023) | p-ISSN: 2789-441X | e-ISSN: 2789-4428
 The Influence of Shopping Motivation On Sustainable Consumption: A Study Related To Eco-Friendly Apparel

lowest loading factor. Cronbach's alpha and exceeded 0.5. This study's indicators are reliable
composite reliability estimate internal and dependable.
consistency in the Table the Cronbach Alpha test
evaluates indication reliability. >0.70 test Discriminant Validity (HTMT Ratio)
acceptance. The Alpha test determines if Thus, discriminant validity measures how
elements in a collection are connected and how distinct two variables are. Discriminant validity
dependable a test is as an indicator of a construct. must be checked to guarantee that each construct
The Table exhibits alpha values over 0.70. being evaluated is unique. To avoid measuring
Compare the CA criteria to the reliability of the the same thing again or confounding two distinct
indicators and the second CR. Thus, our study variables, this is crucial. It relates to how
used dependable data. The final AVE requirement different a concept is from others (Hair, 2010).
is valued larger than 0.5. All constructions

Table 3
HTMT Ratio
ADV AS CO CON CV GPB GPI HM IA SCL SEL TR UM CV x GPI

ADV

AS 0.992

CO 0.895 0.933

CON 0.952 0.011 0.007

CV 0.095 0.042 0.925 0.012

GPB 0.025 0.207 0.231 0.322 0.105

GPI 0.014 0.996 0.872 0.951 0.037 0.117

HM 0.943 0.008 0.894 0.962 0.989 0.214 0.919

IA 0.935 0.948 0.967 0.054 0.994 0.173 0.939 0.91

SCL 0.004 0.005 0.971 0.993 0.004 0.184 0.969 0.982 0.953

SEL 0.024 0.042 0.024 0.089 0.035 0.209 0.917 0.977 0.055 0.02

TR 0.048 0.005 0.951 0.006 0.076 0.153 0.012 0.998 0.957 0.022 0.999
UM 0.052 0.103 0.132 0.201 0.152 0.432 0.053 0.055 0.12 0.113 0.181 0.093

CV x GPI 0.265 0.253 0.145 0.327 0.241 0.309 0.251 0.243 0.338 0.246 0.325 0.235 0.27

Explanation: Discriminant validity evaluates a Structural Model Assessment

construct's uniqueness. Discriminant validity Path Analysis
examines a construct's capacity to measure one
The inner structural model determines route
construct without overlapping with others. DV is
coefficient quantity and relevance. PLS-SEM is
assessed using the HTMT ratio. HTMT is below
needed to analyze the structural model and
0.85. Table 2's results are all below 0.85,
analyze elements using bootstrapping.
confirming the model's accuracy. Our research
"Structural Model Assessment," shows
may yet be discriminatory. Previous research
structural modeling bootstrapping results. Route
suggests avoiding HTMT ratios below 0.85 since
coefficients range from -1 to +1, depending on
they may indicate one-dimensionality (Henseler,
the magnitude. Values closer to +1 and -1 indicate
Ringle, & Sarste)
high positive and negative correlations,
respectively. Route coefficients near 0 may also

Journal of Social Sciences Review | Vol. 3 no. 2 (Spring 2023) | p-ISSN: 2789-441X | e-ISSN: 2789-4428 261
Samira Durrani, Maimoona Sohail, and Muhammad Waqas Rana

have a weak relationship. T-statistics also co-effects are statistically different from zero if
determine significance. In a two-sided test, route the T-value is more than 1.96 at 5% (0.05).

Table 4
Path Analysis
Relationships Beta S. D T. V P. V L.L U. L Decision
H7 ADV -> HM 0.065 0.055 1.674 0.24 -0.171 0.046 Accepted
H8 AS -> HM 0.634 0.145 3.998 0.51 -0.323 0.963 Accepted
H4 CO -> UM 0.274 0.125 2.2 0.028 0.103 0.576 Rejected
H1 CON -> UM 0.097 0.062 1.658 0.119 -0.026 0.222 Accepted
H13 CV -> GPB 0.359 0.101 3.566 0.17 0.155 0.557 Rejected
H12 GPI -> GPB 0.39 0.099 3.937 0.14 -0.197 0.588 Accepted
H9 HM -> GPI 0.551 0.081 6.824 0 -0.401 0.719 Accepted
H2 IA -> UM 0.537 0.117 4.606 0 -0.256 0.711 Accepted
H6 SCL -> HM 0.158 0.148 1.774 0.283 -0.11 0.47 Accepted
H3 SEL -> UM 0.062 0.048 1.805 0.192 -0.032 0.155 Accepted
H5 TR -> HM 0.2 0.107 1.876 0.061 -0.017 0.407 Accepted
H10 UM -> GPI 0.382 0.085 4.468 0 0.207 0.539 Rejected
Moderation
H11 CV x GPI -> GPB 0.03 0.048 1.617 0.537 -0.066 0.121 Accepted

Explanation: The findings in Table 5.10 have H3 accepted, (Beta: 0.211, S. D:1.07, T. Value:
shown that (Beta: 0.065, S. D: 0.055, T. Value: 1.876, P. Value: 0.061, L.L: -0.017, U.L: 0.407)
1.174, P. Value: 0.24, L.L: -0.171, U.L: 0.046) thus H5 accepted, (Beta: 0.382, S. D: 0.085, T.
adventure is positively associated with Hedonic Value: 4.468, P. Value: 0.12, L.L: 0.207, U.L:
Motivation. Thus H7 was accepted. (Beta: 0.634, 0.539). Thus H10 was rejected (Beta: 0.003, S. D:
S. D: 0.145, T. Value: 3.998, P. Value: 0.51, L.L: - 0.048, T. Value: 1.617, P. Value: 0.537, L.L: -0.066,
0.323, U.L: 0.963), thus H8 accepted (Beta: 0.274, U.L: 0.121); thus, H11, which is a moderation
S. D: 0.125, T. Value: 2.2, P. Value: 0.028, L.L: effect, is accepted. Before evaluating the model's
0.103, U.L: 0.576). Thus H4 was rejected. (Beta: explanatory and predictive power in PLS-SEM,
0.097, S. D: 0.062, T. Value: 1.658, P. Value: 0.119, the structural model assessment concentrates on
L.L: -0.026, U.L: 0.222) thus H1 was accepted. evaluating the path coefficients' significance and
(Beta: 0.359, S. D: 0.101, T. Value: 3.566, P. Value: relevance. We can accept or reject the hypothesis
0.17, L.L: 0.155, U.L: 0.557), thus H13 rejected., based on the path coefficient values. To assure
(Beta: 0.39, S. D: 0.099, T. Value: 3.937, P. Value: validity and reliability and to estimate the
0.14, L.L: -0.197, U.L: 0.588). Thus H12 was hypothesis in the context of manufacturing
accepted. (Beta: 0.551, S. D: 0.081, T. Value: 6.824, firms, SMA examines the measuring model.
P. Value: 0.111, L.L: -0.401, U.L: 0.719), thus H9 Calculations of the path coefficient and t-value
accepted, (Beta: 0.537, S. D: 0.117, T. Value: 4.606, are used to assess the significance of the model
P. Value: 0.111, L.L: -0.1256, U.L: 0.0711) thus H2 and the relationships between the data obtained.
accepted, (Beta: 0.158, S. D: 0.148, T. Value: 1.774, Values of the path coefficient either validate or
P. Value: 0.283, L.L: -0.11, U.L: 0.47), thus H6 invalidate the hypothesis.
accepted. (Beta: 0.062, S. D: 0.048, T. Value:
1.805, P. Value: 0.192, L.L: -0.032, U.L: 0.155) thus

262 Journal of Social Sciences Review | Vol. 3 No. 2 (Spring 2023) | p-ISSN: 2789-441X | e-ISSN: 2789-4428
 The Influence of Shopping Motivation On Sustainable Consumption: A Study Related To Eco-Friendly Apparel

Theoretical Implication Conclusion

Consumption behavior studies decision-making By utilizing the theory of motivation, which
based on consumption principles. The TCV emphasizes utilitarian and hedonic motivations
provides a multidisciplinary view on consumer as two types of motivation that are crucial to
choice behavior because Sheth et al. (1991) people's purchasing decisions, the current study
combined economics, marketing, consumer sought to analyze consumers' motivations to
behavior, sociology, and psychology to establish engage in green purchasing. The study looked at
the theory and its principles. According to its the four hedonic and utilitarian dimensions and
founders, the theory's only practical application how they related to consumers' intentions to buy
is deliberate, free decision-making. Some argue eco-friendly clothing. The findings showed that
that the Theory of Consumption Value does not intentions to buy eco-friendly clothing are
apply to dyadic, group, stochastic, or involuntary significantly influenced by both utilitarian and
choice scenarios. "Why consumers select to buy hedonistic motivations. This study looked into
or not purchase (or use or not use) a specific how consumer motivation affected their decision
product" is their main focus. Green purchase to purchase eco-friendly clothing. It employed
intention and consumption value. The study also the utilitarian-hedonistic theory of shopping
promotes hedonic and utilitarian motivation. motivation and the theory of planned behavior
This study examines the motivational elements (Past Behaviors). It was discovered that
and eco-friendly apparel purchases to add to consumer consumption value had a moderating
sustainability marketing expertise. This study effect on the hedonic and utilitarian motivations
adds to the literature by revealing that only a few for purchasing in relation to green purchases.
motivational antecedents were meaningful for Additionally, it was discovered that gender and
eco-friendly clothing goals. income had a regulating influence on consumers'
hedonic and utilitarian motivations. The study
Practical Implication also looked at how consumer information
The perceived quality of green products, accessibility, ease of purchase, and customized
environmental concern, and environmental product offerings of green textile brands affected
understanding all have an impact on consumers' consumers' desire to purchase. The impact of
green buying intentions. Because of significant each factor on consumers' purchase decisions
environmental and social awareness concerns, may be of interest to clothing manufacturers,
sustainability in the textile and clothing industry who should implement plans to encourage the
has been a topic of discussion in recent years. purchase of environmentally friendly clothing
Textile makers must contribute to environmental and focus on removing barriers to such
conservation by manufacturing environmentally purchases. The study revealed moderating effects
friendly goods, conserving energy and water, and of consumption value in relation to green
protecting the natural climate. The notion and purchase behaviors and intentions. With
relevance of green consumer purchases have consumer awareness of environmental issues,
been highlighted in this study. Consumer beliefs in recycled products, and a favorable
behavior and how internal and external elements attitude towards eco-friendly products, the
influence the consumer's green purchasing demand for green clothing has increased.
habits. Also examined was the current state of Businesses are now putting more emphasis on
green purchase behavior in Clothing and Textile how sustainable their products are and how they
companies in Pakistan. affect the environment. Producing cloth with
organic and biodegradable raw materials will
have a significant positive environmental impact
reduction. Consumers are more conscious of the

Journal of Social Sciences Review | Vol. 3 no. 2 (Spring 2023) | p-ISSN: 2789-441X | e-ISSN: 2789-4428 263
Samira Durrani, Maimoona Sohail, and Muhammad Waqas Rana

effects of environmental change on the planet, because of their effectiveness, quality,

and this concern is reflected in their purchasing convenience, and affordability. Green buying
behaviors, such as recycling and purchasing eco- behavior (GPB) is the practice of purchasing
friendly goods. Consumers are motivated to environmentally friendly goods with the least
purchase green products, according to research, amount of adverse effects.

Figure 2
Measurement Model Assessment

Figure 3
Structural Model Assessment

264 Journal of Social Sciences Review | Vol. 3 No. 2 (Spring 2023) | p-ISSN: 2789-441X | e-ISSN: 2789-4428
 The Influence of Shopping Motivation On Sustainable Consumption: A Study Related To Eco-Friendly Apparel

References (2016). Examining green consumerism

Al Karim, R. C. e. a. (2013). Customer Satisfaction motivational drivers: . Journal of Cleaner
in Online Shopping: a study into the reasons Production, 3436-3450.
for motivations and inhibitions. IOSR Journal Cowan, K., & Kinley, T. (2014). Green spirit:
of Business and Management,, 13-20. Consumer empathies for green apparel.
Ansar, N. (2020). Impact of Green Marketing on International Journal of Consumer Studies,
Consumer Purchase Intention Mediterranean 38(5), 493-499.
Journal of Social Sciences, October 2013. Dooyoung Choi, K. K. P. J. (2019). Influences of
Arpita Khare, P. K. (2020). Cosmopolitanism, environmental and hedonic motivations on
self-identity,. Emerald 91-108. intention to purchase green products.
Atulkar, S., & Kesari, B. (2017). Satisfaction, Sustainable Production and Consumption, 1-11.
loyalty and repatronage intentions: Role of Dr. Guddi Singh, M. M., 3Ms. AnkitaNihlani.
hedonic shopping values. Journal of retailing (2022). A Review Paper on Development of
and consumer services, 39, 23-34. Green Marketing. JOURNAL OF ALGEBRAIC
Aydın, G. (2019). Do personality traits and STATISTICS, 225-2230.
shopping motivations affect social commerce ElHaffar, G., Durif, F., & Dubé, L. (2020). Towards
adoption intentions? Evidence from an closing the attitude-intention-behavior gap
emerging market. Journal of Internet in green consumption:. Journal of Cleaner
Commerce, 18(4), 428-467. Production, 275.
Aydin, S., & Şahin, F. (2019). Stem cells derived FelixKatt, O. (2020). Food waste prevention
from dental tissues. Cell Biology and behavior in the context of hedonic and
Translational Medicine, Volume 5: Stem Cells: utilitarian shopping value. Journal of Cleaner
Translational Science to Therapy, 123-132. Production.
Bielawska, K., & Grebosz-Krawczyk, M. (2021). Fletcher, K. (2010). Slow fashion: An invitation
Consumers’ choice behaviour toward green for systems change. . Research Journal of
clothing. Apparel, 259-265.
BikrantKesari, S. (2016). Satisfaction of mall Fletcher, K. a. W., D. (2013). "Fashion Education
shoppers. Journal of Retailing and Consumer in Sustainability in Practice",. Journal of
Services, 22-31. Textile and apparel, 81-88.
BikrantKesari, S. (july2016). Satisfaction of mall Freudenreich, B., & Schaltegger, S. (2020).
shoppers: A study on perceived utilitarian and Developing sufficiency-oriented offerings for
hedonic shopping values. Journal of Retailing clothing users: Business approaches to
and Consumer Services, 22-31. support consumption reduction. Journal of
Birte Freudenreich, S. S. (2020). Developing cleaner Production, 202-232.
sufficiency-oriented offerings for clothing Ghina ElHaffar, F. D., Laurette Dubé. (2020).
users: Business approaches to support Towards closing the attitude-intention-
consumption reduction. Journal of Cleaner behavior gap in green consumption:. Journal
Production, 62-81. of Cleaner Production, 122-556.
Boardman, R., & McCormick, H. (2018). Shopping GhinaEl, H., Fabien,Durifa,Laurette Dubéb.
channel preference and usage motivations: (2020). Towards closing the attitude-
Exploring differences amongst a 50-year age intention-behavior gap in green
span. Journal of Fashion Marketing and consumption: A narrative review of the
Management: An International Journal. literature and an overview of future research
BrahimChekimaa, S. A., WafaSyed Khalid, directions. Journal of Cleaner Production, 1-53.
WafaaOswald , AisatIgau, Gilboa, S., & Mitchell, V. (2020). The role of
SohaibChekima,Stephen Laison, SondohJr. culture and purchasing power parity in

Journal of Social Sciences Review | Vol. 3 no. 2 (Spring 2023) | p-ISSN: 2789-441X | e-ISSN: 2789-4428 265
Samira Durrani, Maimoona Sohail, and Muhammad Waqas Rana

shaping mall-shoppers’ profiles. Journal of Joshi, Y., & Rahman, Z. (2019). Consumers'
retailing and consumer services, 52, 101951. sustainable purchase behaviour: Modeling
Grewal, D., & Roggeveen, A. L. (2020). the impact of psychological factors. Ecological
Understanding retail experiences and economics, 159, 235-243.
customer journey management. Journal of K.J. Glitz, U. R., W. Gorges,A. Witzki,C.
Retailing, 96(1), 3-8. Piekarski,D. Leyk. (2015). Reducing heat
Haroon Qasim 1, Liang Yan 1,*, Rui Guo 1. stress under thermal insulation in protective
(March2019). The Defining Role of clothing: microclimate cooling by a
Environmental Self-Identity. International ‘physiological’ method. Journals of taylor &
Journal of Environmental Health, 1106. francis, 1461-1469.
Haroon Qasim, L. C., Xiaofen Ji,Francisca Kader, M. R., M. & Huang, X. & Kim, S. (2022).
Margarita Ocran. (2019). The Defining Role of Influences of Utilitarian and Hedonic
Environmental Self-Identity among Motivations on Purchase Intention via Green
Consumption Values and Behavioral Delivery: Through the Lens of the
Intention. International Journal of Environmental Theory of Planned Behavior.
Environmental Research and Public Health, 117- sustainability and Social Responsibility, 1-22.
138. Kao, T.-F., & Tu, Y.-C. (2015). Effect of green
Hilal Özen, N. K. (2015). Utilitarian or Hedonic. consumption values on behavior: The
Development in MArketing Science, 234-239. influence of consumption attitude.
Hoornweg, D., Bhada-Tata, P., & Kennedy, C. International Journal of Arts & Sciences, 8(8),
(2013). (2013). Waste production must peak 119.
this century. 613-617. Karolina Bielawska, M. G.-K. (2021). Consumers’
Hustvedt, G., & Dickson, M. A. (2009). Consumer Choice Behaviour Toward Green Clothing.
likelihood of purchasing organic cotton European Research Studies Journal, 238-256.
apparel: Influence of attitudes and self‐ Kashi, A. N. (2019). Green purchase intention.
identity. Journal of Fashion Marketing and Journal of Islamic Marketing.
Management: An International Journal, 13(1), Kate Fletcher, D. W. (2013). Fashion Education in
49-65. Sustainability in Practice. Journal of Fashion
Imran Khan1, F. B., Rashid Ahmad3, Muhammad and Apperal, 167-195.
Ayub. (2021). Shopping Motivation and green Kautish, A. K. a. P. (2021). Antecedents to green
Consumption. IRASD Journal of Management, apparel purchase behavior of Indian JOURNAL
233-242. OF GLOBAL SCHOLARS OF MARKETING SCIENCE,
Jagdish N. Sheth, B. I. N. (1991). Why we buy what 51-68.
we buy: A theory of consumption values. Kesari, B., & Atulkar, S. (2016). Satisfaction of
Journal of Business Research, 159-170. mall shoppers: A study on perceived
Jebarajakirthy, C., Balaji, M. S., Yadav, R., & utilitarian and hedonic shopping values.
Gupta, M. (2019). (2019). Sustainable and Journal of retailing and consumer services, 31,
Responsible Consumption. International 22-31.
Journal Of Non Profit and Voluntry Sector Khan, I., Bashir, F., Ahmad, R., & Ayub, M. (2021).
Marketing, 1669. Shopping Motivation and Green
Joshi, Y. a. S., A.P. (2020). "Examining the effects Consumption: A Study about Green Buying
of CE and BE on consumers’ purchase Behavior of Pakistani Consumers. iRASD
intention toward green apparels", Young Journal of Management, 3(3), 233-242.
Consumers. Emerlad Publication Journals, 255- Khare, A. (2019). Green apparel buying: Role of
272. past behavior, knowledge and peer influence
in the assessment of green apparel perceived

266 Journal of Social Sciences Review | Vol. 3 No. 2 (Spring 2023) | p-ISSN: 2789-441X | e-ISSN: 2789-4428
 The Influence of Shopping Motivation On Sustainable Consumption: A Study Related To Eco-Friendly Apparel

benefits. Journal of International Consumer International Journal of Consumer Studies, 419-

Marketing, 1-17. 429.
Khare, A., & Kautish, P. (2021). Cosmopolitanism, Marie Wiederhold, L. F. M. (2018b). the attitude-
self-identity, online communities and green behaviour gap in the green apparel industry.
apparel perception. Marketing Intelligence & the international journal of consumer studies,
Planning, 39(1), 91-108. 419-429.
Khare, A., & Sadachar, A. (2017). Green apparel Mark J.Arnold, a. E. R. (2003). Hedonic shopping
buying behaviour: A study on I ndian youth. motivations. Journal of Retailing, 77-95.
International Journal of Consumer Studies, Mark Yi-Cheon Yim, S.-C. Y., Paul L. Sauer & Joo
41(5), 558-569. Hwan Seo. (2013). Hedonic shopping
Kumar, A., & Kashyap, A. K. (2018). Leveraging motivation and co-shopper influence on
utilitarian perspective of online shopping to utilitarian grocery shopping in superstores.
motivate online shoppers. International Journal of Acadmy of marketing science, 528-
Journal of Retail & Distribution Management, 544.
46(3), 247-263. Mehta et al. (2019). A Study of Consumer
Kumar, S., & Sadarangani, P. (2018). An Empirical Behavior and Visit. Journal of Marketing, 54-
Study on Shopping motivation. JOurnal of 63.
cleaner production, 1-17. Mehta, R., & Dahl, D. W. (2019). Creativity: Past,
Kumar, S., & Sadarangani, P. (2021). An empirical present, and future. Consumer Psychology
study on shopping motivation among Review, 2(1), 30-49.
generation Y Indian. Global Business Review, Mirani, R. B. S. a. I. A. (2020). Exploring the green
22(2), 500-516. purchasing Behaviour of Young Generation.
Kumar, S., & Yadav, R. (2021). The impact of Journal of Innovation and Entrepreneurship,
shopping motivation on sustainable 280-320.
consumption: A study in the context of green Morris B. Holbrook, E. C. H. (1982). The
apparel. Journal of Cleaner Production, 295, Experiential Aspects of Consumption:
126239. Consumer Fantasies, Feelings, and Fun.
Lee, Y.-C., Lin, W.-C., Cherng, F.-Y., Wang, H.-C., Journal of Consumer Research, 132-140.
Sung, C.-Y., & King, J.-T. (2015). Using time- Mutum, D. S., Ghazali, E. M., & Wei‐Pin, W. (2021).
anchored peer comments to enhance social Parallel mediation effect of consumption
interaction in online educational videos. Paper values and the moderation effect of
presented at the Proceedings of the 33rd innovativeness, in predicting the influence of
annual ACM conference on human factors in identity on green purchasing behavior.
computing systems. Journal of Consumer Behaviour, 20(3), 827-
Liang, J., Li, J., & Lei, Q. (2022). Exploring the 844.
influence of environmental values on green Naman Sreena, Shankar Purbey,Pradip
consumption behavior of apparel: A chain Sadarangani. (2018). Impact of culture,
multiple mediation model among Chinese behavior and gender on green purchase
Generation Z. Sustainability, 14(19), 12850. intention. Journal of Retailing and Consumer
Mackenzie, N., & Knipe, S. (2006). Research Services, 177-189.
dilemmas: Paradigms, methods and Nautiya, V. T. (Febrauary 2020). GREEN
methodology. Issues in educational research, MARKETING A NEW DIMENSION FOR
16(2), 193-205. CLOTHING AND TEXTILESECTOR. journal of
Marie Wiederhold, L. F. M. (2018a). the attitude- Marketing and Production, 502.
behaviour gap in the green apparel industry. Nia Budi Puspitasari, D. I. R., Hery
Suliantoro,Bayu Dwi Sutrisno. (2018). The

Journal of Social Sciences Review | Vol. 3 no. 2 (Spring 2023) | p-ISSN: 2789-441X | e-ISSN: 2789-4428 267
Samira Durrani, Maimoona Sohail, and Muhammad Waqas Rana

Effect of Green Purchase Intention Factors on Sushant Kumar, R. Y. (2021). The impact of
The. JOurnal of EDP Sciences. shopping motivation on sustainable
Peattie, K., & Crane, A. (2005). Green marketing: consumption: A. Journal of cleaner production,
legend, myth, farce or prophesy? Qualitative 22-36.
market research: an international journal, 8(4), T.T. Muthukumarana, H. P. K., H.K.G.
357-370. Punchihewa, M.M.I.D.Manthilake, K.N.
Rani, M. K. a. T. (2021). CUSTOMERS' ATTITUDE Hewage. (2017). Life cycle environmental
TOWARDS GREEN PACKAGING:. Journal of impacts of the apparel industry in Sri Lanka:
Marketing Strategies. Analysis of energy sources. Journal of Cleaner
Richey, A. K. (2021). The Green Gap: How Production, 1-35.
Consumers Value Sustainable Fashion. Tanrikulu, C. (2021). Theory of consumption
Behavioral Economics, 1-24. values in consumer behaviour research: A
Rosy Boardman, H. M. (2018). Shopping channel review and future research agenda.
preference and usage motivations. Journal of International Journal of Consumer Studies,
fashion Marketing and management, 1-36. 45(6), 1176-1197.
Shahbaz Abbas, L. H. C. H., Kuaanan Techato, Tauber, E. M. (1972). Marketing notes and
Jantakan Taweekun. (2019). Sustainable communications: Why do people shop?.
Production using a Resource–Energy–Water Journal of marketing, 46-49.
Nexus for Journal Pre-proo, 59-80. Wasim Ahmad, Q. Z. (2020). Green purchase
Sreen, N., Purbey, S., & Sadarangani, P. (2018). intention: Effects of electronic service quality
Impact of culture, behavior and gender on and customer green psychology. Journal of
green purchase intention. Journal of retailing Cleaner Production.
and consumer services, 41, 177-189. Westbrook, R. A., & Black, W. C. (1985). A
Sreen, N., Purbey, S., & Sadarangani,. (2018). motivation-based shopper typology. Journal
Impact of culture, behavior and gender on of retailing.
green purchase intention. . Journal of Retailing Xiao, G., & Kim, J. O. (2009). The investigation of
and consumer services, 177-189. Chinese consumer values, consumption
Sushant Kumar a. (2021). The impact of shopping values, life satisfaction, and consumption
motivation on sustainable consumption: . behaviors. Psychology & marketing, 26(7), 610-
journal of cleaner Production, 295. 624.
Sushant Kumar, P. H. S. (2018). Study of Shopping Yatish Joshi, Z. R. (2019). Consumers' Sustainable
Motivation and Buying Behavior. Journal of Purchase Behaviour: Modeling the Impact of
Global Business, 341-350. Psychological Factors. Ecological Economics,
235-243.

268 Journal of Social Sciences Review | Vol. 3 No. 2 (Spring 2023) | p-ISSN: 2789-441X | e-ISSN: 2789-4428