Factors Influencing Purchasing Behavior of Sustainable Fashion Products from Organic Cotton among Working-Age Consumers in Thailand

Abstract

This research explores the motivations and behaviors behind the purchase of organic cotton sustainable fashion products among the working-age population in Thailand. The study tests these hypotheses; the relationship between environmental attitude, value perception, health consciousness, social influence, and actual purchasing behavior via purchase intention as a mediator. Structural equation modeling was developed and tested based on data collected from 400 survey respondents from Thailand. The results show that environmental attitude, perceived value and social influence have strong impact on the purchase intention of the consumers, with social influence even being rated the strongest predictor. The total model effect explains 54% of the actual purchasing behavior. These results assist marketers, producers and policymakers in understanding how best to market sustainable fashion and other strategies that would promote and encourage usage of organic cotton in Thailand.