The impact of shopping motivation on sustainable consumption: A study in the context of green apparel

The study aims to investigate the impact of shopping motivation on consumers’ intention to buy green apparel. The study adopted the theory of shopping motivation (utilitarian and hedonic motivation) as a framework. Further, the moderating roles of gender and family income were also examined in all the studied relationships. Data were collected through a questionnaire survey and analyzed using structural equation modeling. The findings indicate a...