The Impact of Consumer Awareness on Purchase Intention Towards Sustainable Fashion: The Mediating Role of Consumer Attitude in the Sri Lankan Apparel Industry

Abstract

The purpose of this study focuses on consumer awareness as an influential factor in the buying of sustainable fashion apparel within the Sri Lankan context and specifically on the intervening role of consumer attitude in this process. The investigation is based on the logic that awareness about knowledge of sustainability would influence the attitudes of the consumers, which in turn affects purchase intention. This research addresses the imperative need for research into consumers in developing countries, whose socio-economic and cultural backgrounds may differ significantly from global perspectives. By emphasizing how awareness relates to attitude and then to intention, this research portrays the psychological and behavioral dynamics involved in the making of sustainable fashion choices. These implications are useful in formulating a strategy to foster sustainable consumption both in the Sri Lankan market and in similar developing regions. 385 respondents from Sri Lanka's Western Province participated in the study, which used a quantitative cross-sectional survey methodology. Descriptive statistics and regression models were used to examine the results of a structured questionnaire that measured factors like customer awareness, attitudes, and purchase intention. Relationships between these variables are hypothesized by the conceptual framework, which highlights the function of attitudes in mediating awareness and intention. It also underlines a highly positive relationship between consumer awareness with the intention to buy sustainable fashion. Consumer attitude played the role of an efficient mediator in this process. The greater consumer awareness, the more positive the attitude was recorded towards sustainable practices, which again increased the purchase intention. Social norms, perceived value of the product, and ethical motives proved to be strong determinants of consumer behavior. The study reveals that consumer education and marketing are two important facilitators in developing sustainable purchasing behavior. This study is limited by the fact that it relies on self-reported data, which may introduce bias, and the sample is geographically limited to focus on the Western Province. The cross-sectional design provides a snapshot of consumer behavior, limiting the insights into long-term trends. The research focuses on urban and semi-urban areas and might miss rural consumer perspectives. The findings provide useful insights for the Sri Lankan apparel industry on how focused consumer education and marketing campaigns are necessary to increase awareness and reshape attitudes. Policymakers may use these findings in devising programs that encourage sustainability. Companies should communicate transparently with consumers about the environmental and ethical benefits of their products to build trust and encourage them to engage sustainably.