Impact Of Environmental Branding On Attitude And Purchase Intention Of Consumers Towards Environmental Friendly Apparel Products In Nagpur City

Abstract

The use of branding methods as a foundation for advertising is on the rise. The Indian market is feeling the effects of sustainability. The sudden expansion of awareness is a major contributor to this growth. This research aims to examine the impact of Branding tactics on customers' perceptions of the legitimacy, social influence, and efficacy of the influencers who encourage them to purchase environmentally friendly clothing. A questionnaire was used to collect data from 163 residents of Nagpur and the surrounding region in Maharashtra. In order to analyse the data, we used SPSS 23. Data shows that a positive outlook, credible influencers, social impact, and a sense of consumer efficacy all contribute to the desire to buy. This study highlights the Branding factors that influence customer desire to buy eco-friendly clothing.