The Role of Consumer Susceptibility to Interpersonal Influence in Predicting Green Apparel Consumption Behavior of American Youth
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 research hypotheses, structural modeling technique was implemented. The results showed that the proposed research model explained 68% of the variance in green apparel consumption behavior of American youth. Furthermore, it was found that environmental apparel knowledge had a significant positive influence on general environmentally responsible behavior, in turn, which influenced green apparel consumption behavior. On the contrary, consumer susceptibility to interpersonal influence did not positively influence general environmentally responsible behavior. Marketing implications, strategies, and limitations of the present research study are discussed.