August 2023
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2,610 Reads
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2 Citations
This paper is driven by the Theory of Fashion Adoption, Self-Identity Theory, and Theory of Planned Behavior. Its purpose is to investigate the relationship between concern for eco-fashion, knowledge of eco-fashion, and the initiatives of green promotion on the willingness to pay more along with the mediation effect of environmental concern and eco-conscious consumer behavior. Additionally, their effect on purchase intentions will be examined. A non-probability convenience sampling technique was used to collect data from 561 participants. The data which was analyzed using the statistical packages, Amos and SPSS. The tests conducted were confirmatory factor analysis and path analysis. The findings showed that the eco-conscious consumer behavior partially mediates the relationship between concern about eco-fashion, knowledge of eco-fashion, and green promotion and consumers’ willingness to pay more. However, this was not the case for environmental concern. There is also a significant positive relationship between willingness to pay more and purchase intentions. Implications of these findings for theory and practice are discussed with special reference to the context of the Covid pandemic. Citation: Elmanadily, D., & El-Deeb, S. (2022). A Study on Consumers’ Purchase Intentions and Willingness to Pay More towards Eco-fashion Clothes. South Asian Journal of Management, 29(3), 161–190.