The Theory of Planned Behavior as a Mediator between Electronic Word-of-Mouth and Sustainable Fashion Purchase Intentions: a Pakistani Context

Fahad Ahmed  Khan; Abdul Aleem  Shah; Syed Muhammad Fauzan Ali; Ariba  Khan; Dr Saima  Mangi; Suresh  Poplani; Mehwish  Barkat; Shabnam  Firdous; Taimoor  Ali

Authors

Fahad Ahmed Khan Baqai Institute of Health Management Sciences, Baqai Medical University, Karachi, Pakistan Author https://orcid.org/0009-0003-2136-0822
Abdul Aleem Shah Baqai Institute of Health Management Sciences, Baqai Medical University, Karachi, Pakistan Author https://orcid.org/0009-0006-1454-1694
Syed Muhammad Fauzan Ali Baqai Institute of Health Management Sciences, Baqai Medical University, Karachi, Pakistan Author https://orcid.org/0000-0003-1467-042X
Ariba Khan Baqai Institute of Health Management Sciences, Baqai Medical University, Karachi, Pakistan Author https://orcid.org/0009-0006-3596-4389
Dr Saima Mangi Baqai Institute of Health Management Sciences, Baqai Medical University, Karachi, Pakistan Author https://orcid.org/0000-0002-7542-273X
Suresh Poplani Baqai Institute of Health Management Sciences, Baqai Medical University, Karachi, Pakistan Author https://orcid.org/0009-0000-7368-6670
Mehwish Barkat Baqai Institute of Health Management Sciences, Baqai Medical University, Karachi, Pakistan Author https://orcid.org/0009-0004-2630-2733
Shabnam Firdous Baqai Institute of Health Management Sciences, Baqai Medical University, Karachi, Pakistan Author https://orcid.org/0009-0001-4954-4901
Taimoor Ali Baqai Institute of Health Management Sciences, Baqai Medical University, Karachi, Pakistan Author https://orcid.org/0009-0004-7019-9606

Keywords:

Eco-friendly fashion, theory of planned behavior, consumer behavior, consumption, sustainability, sustainable fashion

Abstract

Background of the study: Purchasing intentions for sustainable luxury fashion in Pakistan are investigated in the context of electronic word of mouth (eWOM) antecedents based on the Theory of Planned Behaviour (TPB). The theoretical framework of influence intensities of the observed factors on sustainable fashion consumption reveals that consumer attitude, normative beliefs, and perceived behavioural control best explain the role of eWOM in sustainable fashion consumption.
Methodology: Data was retrieved through purposive sampling using the structured interview schedule. Analyzing all the constructs present under TPB and assessing their interaction with eWOM has been dealt with using sequential Structural Equation Modeling.
Results: Consumer attitude and PBC have a direct influence on buying behaviour, while Perceived Behavioural Control and Consumer attitude play a mediating role. The eWOM communication plays a vital role in closing the perceived gap and influences decisions toward adopting sustainable luxury fashion.
Conclusions: The study generalizes that TPB should include eWOM in sustainable consumer behaviour, adding to the sustainable fashion literature. It is suggested that marketers develop positive attitudes, improve perceived credibility, and use eWOM communication to stimulate purchase intentions. The results emphasize the growing significance of eWOM in changing consumption behaviours towards sustainable practices in emerging markets such as Pakistan.

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