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Keywords: Purchase decision
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Journal Articles
Exploring Indian millennials’ sustainable clothing purchase decisions: a qualitative study
Available to Purchase
Journal:
Social Responsibility Journal
Social Responsibility Journal (2026) 22 (1): 114–133.
Published: 21 October 2025
... awareness and ethical responsibility. Originality/value This study provides pioneering insights into the purchasing decisions of millennials, framed within the value–belief–norm theory. This is a novel study to examine motivators and demotivators related to sustainable clothing and suggest solutions...
