A Study of Consumers’ Purchase Intentions for Green Clothing in Kosovo
Judit Sági et al.
What the paper says
As environmental issues gain prominence in daily life, there is a corresponding increase in environmental awareness. This study seeks to extend the Theory of Planned Behaviour by incorporating price sensitivity and environmental concerns to elucidate the green clothing purchase intentions among Kosovars. The proposed research model was validated by distributing self-administered questionnaires to a sample of 528 students and employees at the University of Pristina. Before the primary data collection phase, a pilot study was conducted to assess the reliability and validity of the measurement instruments. We evaluated the hypotheses using a structural equation modeling (SEM) approach, which effectively examines complex relationships among variables. The results demonstrate that environmental concerns significantly enhance consumers’ attitudes and subjective norms regarding green clothing products. Furthermore, these attitudes significantly influence consumers’ intentions to purchase such products in Kosovo. In contrast, we identified price sensitivity and subjective norms as having an insignificant effect on consumers’ attitudes and intentions to purchase green clothing products.
2 citations
Evidence weight
Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40
| F · citation impact | 0.25 × 0.4 = 0.10 |
| M · momentum | 0.55 × 0.15 = 0.08 |
| V · venue signal | 0.50 × 0.05 = 0.03 |
| R · text relevance † | 0.50 × 0.4 = 0.20 |
† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.