... to collect data from 239 sustainable fashion consumers in the Delhi–National Capital Region ( NCR ). Purposive and snowball sampling techniques were applied, and the data were analyzed using SPSS 26 and SmartPLS 4. Findings Results reveal that environmental concern significantly influences consumer...

... in an emerging market setting. Design/methodology/approach A quantitative approach was adopted by using data from 603 consumers across six Indian metropolitan cities. Constructs, including environmental concern, attitudes, social norms, perceived behavioural control, fashion orientation, health benefits...

... were collected using an adapted questionnaire, and 343 respondents were included. The relationships among the main constructs, such as Attitude, Subjective Norms, Environmental Concerns, Green Marketing, Brand Loyalty and Perceived Benefits, were assessed using partial least squares structural equation...