Measurement items, reliability and validity
| Measurement items | Factor loadings |
|---|---|
| Attitude (Att)Adapted from Wu and Chen (2014)Cronbach’s alpha = 0.869; CR = 0.87; AVE = 0.627 | |
| I think purchasing green apparel is righteous | 0.834 |
| I think purchasing green apparel is valuable | 0.828 |
| I think purchasing green apparel is delightful | 0.765 |
| I think it’s wise to purchase green apparel | 0.735 |
| Subjective norm (SN)Adapted from Tewari et al. (2022) and Varah et al. (2021)Cronbach’s alpha = 0.896; CR = 0.897; AVE = 0.685 | |
| My family thinks that I should buy green apparel rather than conventional apparel | 0.820 |
| Most people I value would buy green apparel rather than conventional apparel | 0.816 |
| My close friends, whose opinions are important to me, think that I should buy green apparel | 0.845 |
| The positive perception of my friends drives me to go for green apparel | 0.830 |
| Perceived behavioral control (PBC)Adapted from Tewari et al. (2022)Cronbach’s alpha = 0.837; CR = 0.841; AVE = 0.516 | |
| I believe I have the ability to purchase green apparel | 0.627 |
| If it were entirely up to me, I am confident that I would be able to purchase green apparel | 0.749 |
| I see myself as capable of purchasing green apparel in future | 0.756 |
| I have resources, time and willingness to purchase green apparel | 0.638 |
| There are likely to be plenty of opportunities for me to purchase green apparel | 0.803 |
| Perceived novelty (PN)Adapted from Stock and Zacharias (2013) and Adapa et al. (2020)Cronbach’s alpha = 0.850; CR = 0.852; AVE = 0.592 | |
| The concept of green apparel is novel | 0.699 |
| The concept of green apparel is inventive | 0.828 |
| The concept of green apparel is exceptional | 0.723 |
| The concept of green apparel is original | 0.819 |
| Consumer confidence (CC)Adapted from D’Souza et al. (2023)Cronbach’s alpha = 0.868; CR = 0.868; AVE = 0.621 | |
| I know where to find the green apparel information I need | 0.816 |
| I have the skills to obtain information before purchasing green apparel | 0.767 |
| I am confident in my ability to research green apparel | 0.763 |
| I know the right questions to ask when shopping green apparel | 0.806 |
| Electronic word-of-mouth (eWOM)Adapted from Chu and Kim (2011) and Mohammad et al. (2020)Cronbach’s alpha = 0.829; CR = 0.829; AVE = 0.548 | |
| When I consider green apparel, I ask my contacts on the social networking sites for advice | 0.785 |
| I like to get my contacts’ opinions on the social networking sites before I buy green apparel | 0.714 |
| I feel more comfortable choosing green apparel when I have gotten my contacts’ opinions on them on the social networking sites | 0.768 |
| I frequently gather information from online consumer product reviews before I buy green apparel | 0.689 |
| Purchase intention (PI)Adapted from Tewari et al. (2022)Cronbach’s alpha = 0.895; CR = 0.896; AVE = 0.684 | |
| I intend to buy green apparel in the future | 0.879 |
| I predict that I will buy green apparel in the future | 0.785 |
| I hope to buy green clothing soon | 0.851 |
| The probability I would buy environmentally friendly clothing is very high | 0.790 |
| Measurement items | Factor loadings |
|---|---|
| I think purchasing green apparel is righteous | 0.834 |
| I think purchasing green apparel is valuable | 0.828 |
| I think purchasing green apparel is delightful | 0.765 |
| I think it’s wise to purchase green apparel | 0.735 |
| My family thinks that I should buy green apparel rather than conventional apparel | 0.820 |
| Most people I value would buy green apparel rather than conventional apparel | 0.816 |
| My close friends, whose opinions are important to me, think that I should buy green apparel | 0.845 |
| The positive perception of my friends drives me to go for green apparel | 0.830 |
| I believe I have the ability to purchase green apparel | 0.627 |
| If it were entirely up to me, I am confident that I would be able to purchase green apparel | 0.749 |
| I see myself as capable of purchasing green apparel in future | 0.756 |
| I have resources, time and willingness to purchase green apparel | 0.638 |
| There are likely to be plenty of opportunities for me to purchase green apparel | 0.803 |
| The concept of green apparel is novel | 0.699 |
| The concept of green apparel is inventive | 0.828 |
| The concept of green apparel is exceptional | 0.723 |
| The concept of green apparel is original | 0.819 |
| I know where to find the green apparel information I need | 0.816 |
| I have the skills to obtain information before purchasing green apparel | 0.767 |
| I am confident in my ability to research green apparel | 0.763 |
| I know the right questions to ask when shopping green apparel | 0.806 |
| When I consider green apparel, I ask my contacts on the social networking sites for advice | 0.785 |
| I like to get my contacts’ opinions on the social networking sites before I buy green apparel | 0.714 |
| I feel more comfortable choosing green apparel when I have gotten my contacts’ opinions on them on the social networking sites | 0.768 |
| I frequently gather information from online consumer product reviews before I buy green apparel | 0.689 |
| I intend to buy green apparel in the future | 0.879 |
| I predict that I will buy green apparel in the future | 0.785 |
| I hope to buy green clothing soon | 0.851 |
| The probability I would buy environmentally friendly clothing is very high | 0.790 |
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