Abstract:
The study examines the factors affecting the gender-based
consumer purchase intention towards ethical fashion in Sri Lanka.
Primary data was gathered using self-administrated
questionnaire through online platform and physically. Sample of
the study was selected using stratified and simple random
sampling techniques through undergraduates from three selected
faculties of the University of Sri Jayewardenepura. Sample size of
the study was 371 respondents including 228 female and 143 male
undergraduates. Both descriptive analysis and Structural
Equation Modelling (SEM) method were applied for the
quantitative data. Findings of the study revealed that both the
female and male consumers have an identical level of awareness
regarding the ethical fashion market and related scopes. The
respondents of the study have a positive impression on ethical
fashion concept, and they believe that the concept itself is
necessary for the betterment of the society and environment.
Attitudes and beliefs regarding ethical fashion and subjective
norms were identified as the major factors which affect the
purchase intention towards ethical fashion among the consumers.
Furthermore, it was found that gender doesn’t have any moderate
effect in determining the consumers’ purchase intention towards
ethical fashion in the young adult consumers in Sri Lanka.
Findings of the study suggested that the fashion industry should
implement new methods to motivate the purchasing intention of
young customers. Also, such methods should promote the core
values of ethical fashion concept as most of the consumers are not
aware about those and for the expansion of the ethical fashion
industry.
