...Mandeep Kaur; Shweta Mittal; Amarjeet Kaur; Narendra Singh Chaudhary Purpose The purpose of this study is to examine the motivators and demotivators influencing millennials’ purchase of sustainable clothing, providing insights into their consumer behavior. The burgeoning sustainable clothing...

... suggest that Millennials engage in socially responsible activities as a result of a salient personal identity. Millennials use socially responsible behavior to signal their benevolence to themselves and others. Originality/value This is the first research that has examined the relationship between...