Customer Attitude towards the Purchase Behavior of Green Apparel Products Consumers; with Special Reference to the Sri Lankan Government University Students

Aims: People are steadily more attentive to unsustainable consumption patterns due to severe environmental issues in the world. The study examines the factors that may affect the attitude towards green apparel products with particular reference to Sri Lankan university students’ families and analyze the attitude that affects green apparel products' purchasing behavior.

Methodology: Three hundred and eighty complete questionnaires were used to analyze the study. Descriptive statistics and simple and multiple regression analysis utilized for data analysis of the study. Three independent variables, namely environmental apparel knowledge, environmental consumer beliefs, and subjective norms, except the environmental apparel knowledge, shows a positive significant effect on green products' attitudes.

Results and Conclusions: Moreover, the study shows a positive impact on the attitude to purchase green apparel products. Producers should consider changes in the unsustainable consumption pattern of the young generation.