Main conclusions and implications
| Conclusion | Theoretical and managerial implications |
|---|---|
| The three TPB factors influence green apparel purchase intention | TPB is confirmed as a key theoretical framework for explaining green consumption behaviors. Communication strategies should be developed to foster a positive mindset and create social/peer pressure toward purchase of green apparel. Availability of green apparel should be increased to make its purchase as an easy task for consumers |
| Perceived novelty and consumer confidence influence green apparel purchase intention | TPB is successfully extended with the inclusion of two key constructs. Green apparel should be projected as novel and different from conventional apparel. Advertisements may project green apparel consumers as those who are confident about their marketplace decisions |
| eWOM moderates the influence of consumer confidence on purchase intention | Complex nature of the relationship between eWOM, consumer confidence and purchase intention is highlighted. Consumers should be encouraged to spread positive word-of-mouth electronically by writing reviews, posts, etc |
| Conclusion | Theoretical and managerial implications |
|---|---|
| The three | |
| Perceived novelty and consumer confidence influence green apparel purchase intention | |
| eWOM moderates the influence of consumer confidence on purchase intention | Complex nature of the relationship between eWOM, consumer confidence and purchase intention is highlighted. Consumers should be encouraged to spread positive word-of-mouth electronically by writing reviews, posts, etc |
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