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The Role Of Consumer Susceptibility To Interpersonal Influence In Predicting Green Apparel Consumption Behavior Of American Youth, Amrut Sadachar, Arpita Khare, Srikant Manchiraju

Atlantic Marketing Journal

In recent years, considering that consumers are giving more importance to their role and consequence with regards to social and environmental implication of their consumption decisions, there has been increase in ethical consumption research. However, to date, the role of individual susceptibility to interpersonal influence and other relevant factors (e.g., environmental apparel knowledge) have not been studied. Therefore, the present study explored several critical constructs related to green apparel consumption including consumer susceptibility to interpersonal influence (CSII). The present study focused on American youth (n = 1,049). Based on extant literature review, a hypothesized model was proposed. To test …