Consumer Skepticism and Purchase Intention for Organic Apparel in Emerging Economies

Purpose: Green consciousness has grown in emerging economies, yet consumer skepticism toward environmental claims by marketers remains under-researched. This study investigates the antecedents and consequences of skepticism in the context of organic apparel in India, employing the Theory of Planned Behavior (TPB). Design/ methodology/approach: Data from 316 participants across Tier 1 and Tier 2 cities were analysed using structural equation modelling (SEM). Findings: Key findings reveal that self-identity as a green consumer amplifies skepticism but fosters positive attitudes toward organic apparel. Conversely, susceptibility to subjective norms reduces skepticism. Although skepticism does not directly influence purchase intentions, attitudes, product knowledge, and involvement significantly enhance purchase intentions. Originality/ Value: This study provides nuanced insights into the interplay of skepticism, self-identity, and subjective norms, offering critical implications for marketers and policymakers to foster green consumption.