Abstract:
The ecofriendly apparel is an emerging concept in Sri Lanka. The purpose of the study was to
examine consumers‟ purchase intention towards eco-friendly apparel by investigating the effects of
their expectations, perception, subjective norms, perceived behavioral control, and attitudes. The
study was selected six eco-friendly outlets and collected data from 150 millennials who live in
Colombo the questionnaire was used as the data collecting technique. Millennials were selected by
using a simple random sampling method. Descriptive statistics, correlation analysis, and regression
analysis were used to analyze data with the support of the SPSS 22.0 version. The purpose of the
study was to examine consumers‟ purchase intention towards eco-friendly apparel by investigating
the effects of their expectations, perception, subjective norms, perceived behavioral control, and
attitudes. Based on the result all the independent variables have positive relationship with dependent
variables. All the independent variables (expectation, perception, subjective norms, perceived
behavioral control, and attitudes) positively impact on purchase intention. As well as subjective
norms are the most impacting predictor of purchase intention. This study provides recommendations
and suggestions to sales and marketing managers should implement marketing strategies to enhance
purchase intention concerning the factors of eco-friendly apparel. Hence marketing managers, fashion
designers, and relevant policymaker need to identify what are the factors influencing purchase
intention towards eco-friendly apparel with special reference to Colombo districts millennials.
Keywords: Attitude and Purchase intention; Ecofriendly apparel; Expectation, Millennials;
Perception; Subjective norms; Perceived Behavioral Contro
