Green Buying Behavior of Students

Abstract

Scholars have examined the impact of fashion production and consumption on the environment and concluded that green buying behaviour must be encouraged and sustained. However, the factors that influence green buying behaviour are not universal. The study examines how past green behaviour, peer influence, green knowledge and value consciousness influence green buying behaviour. The study was anchored on Social Exchange Theory that used an online survey of 412 students conveniently sampled from public universities. Data was analysed with STATA 18. The study found that students' interpersonal influence, green apparel knowledge, green peer influence, past green behaviour and value consciousness influence green apparel buying behaviour. In line with SD12, the study has practical implications for changing the behaviour of students and youth towards the adoption of sustainable green apparel products.