Assessing the perceived benefits of green apparel: The role of brand engagement, brand awareness, and past environmental behaviourin purchase decision-making Agrawal Kapil1, Dr. Soni Swati2, Dr. Agarwal Khushbu3 1FPM Scholar, Jaipuria Institute of Management, Jaipur 2Faculty, Jaipuria Institute of Management, Jaipur 3Faculty of Management, PAHER University, Udaipur Online published on 7 March, 2024. Abstract Purpose The current study investigates how customers’ perceptions of the benets of buying green apparel are inuenced by their past environmental behaviour, brand engagement, and brand awareness, as well as how these aspects affect consumers’ actual purchasing decisions. Design/Methodology/Approach An on-site survey methodology was used to gather information from cities across India. 450 questionnaires were analysed using IBM SPSS AMOS 22. Findings An SEM analysis revealed that the perception of the environmental advantages of green clothing and upcoming sales of green clothes were all inuenced by past environmental behaviour, brand engagement, and brand awareness. Improving one's self-image and the feeling that one is getting their money's worth by purchasing fair trade clothing were two of the perceived benets that customers found to be benel. Originality/Value The ndings have strong implications for the manufacturers of environmentally friendly apparel viz. increasing customer knowledge of the ethical, physical, and aesthetic benets associated with their products may help them garner a customer buy in for green apparels. Top Keywords Green apparel, Brand Awareness, Past Environmental Behaviour, Brand Engagement, Green Apparel Perceived Benets, Green Apparel Purchase Behaviour. Top |