SUSTAINABLE APPAREL CONSUMPTION - A STUDY ON SHOPPERS' BUYING BEHAVIOUR WITH REFERENCE TO VISAKHAPATNAM CITY

Purpose: To explore the constituents that antedate sustainable buying decisions of shoppers' in Greater Visakhapatnam city Research Design/Methodology: A survey using 200 respondents was carried out, and the subsequent data were analyzed using structural equation modeling to determine the predicting of the variables in the Proposed Model Findings: Effects of the study illustrate the role of selected variables, namely: consumers' knowledge on sustainability, environmental concern, eco-brands, quality, price, and attitude towards sustainable purchasing in determining shopper's sustainable/organic clothing buying behaviour Originality: the study conceptualized a framework for understanding shoppers' purchase behaviour towards organic apparel. Managerial Implications: The research findings help understand the indicators of consumers' sustainable purchasing behaviour and for companies to develop holistic and sustainable strategies centering on the emerging class of buyers seeking sustainable and eco-friendly products Limitations: The study examines the shopper's buying behaviour in greater Visakhapatnam city alone. Further studies in this relevant area can focus on the buying behaviour of shoppers' in different geographical sitting