What the study found
The study found that sustainability did influence apparel pre-purchase decision-making for some consumers, but not in the same way for all age groups. It also found different value orientations among older and younger consumers, including mindful consumption in both groups.
Why the authors say this matters
The authors conclude that the findings help explain the sustainability perspective in apparel buying and the value orientations guiding Indian consumers. They also say the study provides recommendations for global apparel brands and draws parallels with Schwartz’s Value Theory, which is a framework for describing human values.
What the researchers tested
The researchers conducted a qualitative study using in-depth interviews about the apparel pre-purchase stage. They examined how consumers evaluated alternatives, including eco-friendly and recyclable materials and brands with sustainability initiatives, using purposive and snowball sampling in an urban city in India. Content analysis was used to generate first-order concepts.
What worked and what didn't
Values of mindful consumption were found in both older and younger cohorts. Family value influence was reported by the younger cohort, while social responsibility was found in the older cohort. The younger cohort also used alternatives such as renting, borrowing, and thrifting, and was more price sensitive; barriers included lack of awareness, economic considerations, a materialistic mindset, and personal inhibitions. Consumers generally had a positive perception of brands’ sustainability initiatives, although some younger consumers were sceptical.
What to keep in mind
The study used a qualitative design and drew on interviews with consumers from one urban city in India, so the findings are based on that sample and setting. The abstract does not describe additional limitations.
Key points
- Sustainability influenced apparel pre-purchase decisions, but not uniformly across age groups.
- Older and younger consumers both showed mindful consumption values.
- Younger consumers reported family value influence and were more price sensitive.
- Older consumers reported social responsibility as a guiding value.
- Barriers included low awareness, economic concerns, materialistic thinking, and personal inhibitions.
- Most consumers viewed brands’ sustainability initiatives positively, though some younger consumers were sceptical.
Disclosure
- Research title:
- Sustainability influenced apparel choices, but barriers remained
- Authors:
- Neerja Arora, Sartaj Chaudhary
- Institutions:
- Fore School of Management, Fore School of Management, University of Delhi, University of Delhi
- Publication date:
- 2026-01-08
- OpenAlex record:
- View
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