stdClass Object
(
    [id] => 17096
    [paper_index] => 202507-02-023327
    [title] => THE IMPACT OF SOCIAL MEDIA ON CONSUMER PURCHASE INTENTION AND SUSTAINABLE FASHION APPARELS
    [description] => 
    [author] => C Bhargavi, Dr.Tamizharasi
    [googlescholar] => 
    [doi] => 
    [year] => 2025
    [month] => July
    [volume] => 10
    [issue] => 7
    [file] => fm/jpanel/upload/2025/July/202507-02-023327.pdf
    [abstract] => This study explores how Attitude, Subjective Norms, and Perceived Behavioral Control from the Theory of Planned Behavior, together with Social Media Marketing (SMM), Price Consciousness, Perceived Consumer Effectiveness (PCE), and Product Knowledge, shape sustainable fashion purchase intentions among 384 digitally active Indian youths (50% male; 52.1% aged 21–30). Using five‐point Likert scales adapted from established sources, the authors confirmed reliability (Cronbach’s α = .741–.861; composite reliability = .740–.862) and both convergent and discriminant validity via CFA (χ²/df = 2.15, RMSEA = .04, CFI = .96, GFI = .92). Structural Equation Modeling revealed that Attitude was the strongest predictor of purchase intention (β = .60, p < .001), followed by Perceived Behavioral Control (β = .23, p < .001) and Subjective Norms (β = .13, p < .001). Price Consciousness exerted a negative influence both directly on intention (β = –.16, p < .001) and indirectly through reduced PBC (β = –.11, p < .05). Product Knowledge contributed positively to intention directly (β = .13, p < .001) and indirectly via Attitude (β = .10, p < .01), while PCE strongly enhanced Attitude (β = .84, p < .001) but did not directly affect intention (β = .02, ns). Collectively, these factors accounted for a substantial share of variance in purchase intentions, underscoring the importance of fostering positive attitudes, leveraging influencer‐driven SMM to build norms and knowledge, and addressing affordability concerns to bridge the intention–behavior gap in India’s emerging sustainable fashion market.
    [keywords] => Sustainable Fashion, Purchase Intention, Social Media Marketing, Indian Youth.
    [doj] => 2025-07-26
    [hit] => 
    [status] => 
    [award_status] => P
    [orderr] => 43
    [journal_id] => 2
    [googlesearch_link] => 
    [edit_on] => 
    [is_status] => 1
    [journalname] => EPRA International Journal of Research & Development (IJRD)
    [short_code] => IJSR
    [eissn] =>  2455-7838 (Online)
    [pissn] => - -
    [home_page_wrapper] => images/products_image/2-n.png
)
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