Consumer behavior is dynamic, and there is a beauty in trying to understand consumer’s intention for a product category like organic apparel, especially when it is a unique phenomenon that is scantly explored in an emerging economy like India. This paper is an attempt at understanding the factors that influence Indian consumer’s intention to purchase organic apparel. A purposive sampling procedure was adopted in selecting participants. A focus group discussion was conducted to capture data for the thematic analysis. Theoretical thematic analysis was conducted by relying on the theory of planned behavior model. Inductive thematic analysis gave way for other dimensions like product knowledge and involvement, environmental knowledge, and skepticism that evolved out of the themes. Product knowledge and involvement, subjective norms, perceived behavioral control, and attitude had an influence on the intention. Environmental knowledge and skepticism indicated a chance to negate the relationship. The textile manufacturers, who are innovating with sustainable fabrics, can look at the dimensions that consumers seek for while making a choice of organic apparel. Domestic and international organic apparel manufacturers can capitalize on the behavioral dimensions of the factors that influence consumer’s intention for organic apparel, thereby facilitating identifying the prospect.


Organic Apparel, Focus Group Methodology, Perceived Behavioral Control, Thematic Analysis, Purchase Intention, Indian Consumers

Author Bio(s)

Ms. Sandhya G has completed her post-graduate diploma in management from Amrita Vishwa Vidyapeetham and have had close to a decade stint in the industry working in domain of marketing. She has been in academics for nine years teaching and researching in the area of marketing, green marketing, sustainable consumption and consumer behavior. Presented papers in couple of prestigious international conferences organized by the Indian Institute of Management (IIM’s) of the country. Ms. Sandhya is currently working as Assistant Professor with the Department of Management, Amrita Vishwa Vidyapeetham, Kochi, India. Correspondence regarding this article can be addressed directly to: g_sandhya@asb.kochi.amrita.edu.

Dr. Sushanta Kumar Mahapatra completed his Master’s and MPhil degree in Economics from Sambalpur University, Odisha and PhD degree in Economics from a premier Indian Council of Social Science Research Institute, Madras Institute of Development Studies through the University of Madras, Chennai. Dr Mahapatra is currently working as Professor in Economics at Department of Management, Amrita Vishwa Vidyapeetham, Kochi, India. He has published his research ideas in national and international peer reviewed journals, edited volumes and working papers in the areas of governance, institutions, public policy, international economics/relations, environmental management, sustainable development, natural resource management, labor, micro finance and livelihoods. He is the recipient of prestigious Malcolm Elizabeth Adiseshiah Doctoral Fellowship in development studies from Madras Institute of Development Studies, Chennai, India. He has received the prestigious European Commission Post-Doctoral Scholarship from University of Bologna, Italy through Erasmus Mundus India4EU II Programme. Correspondence regarding this article can also be addressed directly to: sushanta.mahapatra@gmail.com or sushanta_mahapatra@asb.kochi.amrita.edu.


An insightful discussion with Dr. P.K Viswanathan and Dr. Deepak Gupta is gratefully acknowledged. We are extremely thankful to the esteemed reviewers and the editorial team for their most valued insights and recommendations to improve the article. However, responsibility of mistakes, if any, rests with us.

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