Impact of Sustainable Fashion Apparel Attributes and Word of Mouth on Purchase Intention

Dr. Rauza, Dr. Sumbal Babar and Dr. Shumaila Mazhar Khan
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Dr. Rauza: Assistant Professor, National University of Modern Languages, Pakistan
Dr. Sumbal Babar: Assistant Professor, National University of Modern Languages, Pakistan
Dr. Shumaila Mazhar Khan: Lecturer, National University of Modern Languages, Pakistan

Bulletin of Business and Economics (BBE), 2024, vol. 13, issue 1, 915-919

Abstract: This study aims to examine the antecedents of purchase intention. In doing so, this study aims to identify the relationship between sustainable fashion apparel attributes and purchase intention and in addition to it, it also measures the relationship between positive word of mouth and purchase intention. To gather the data, mall intercept method was used from Islamabad Pakistan. A sample size of 300 customers was used for the study. The results indicate a significant positive relationship between sustainable fashion apparel attributes and purchase intention. In addition to it, there lies a significant positive relationship between positive word of mouth and purchase intention. Marketing managers and practitioners can use this study in devising their strategies related to purchase intention.

Keywords: Sustainable fashion apparel attributes; Positive word of mouth; purchase intention (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:rfh:bbejor:v:13:y:2024:i:1:p:915-919

DOI: 10.61506/01.00291

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