Extending the theory of planned behavior with environmental concern, price sensitivity and love of money: An application to sustainable clothing products

The purpose of this study is to examine the variables that influence consumers' intentions to purchase sustainable clothing products on the basis of the Theory of Planned Behavior and to extend this theory with the variables of environmental concern, price sensitivity, and rich, importance and achievement dimensions of love of money. The proposed hypotheses are tested using survey data collected online from 297 participants residing in Turkey who either purchase or do not purchase sustainable apparel products. According to the results of the analysis, attitude towards behavior, subjective norm, environmental concern and achievement dimension of love of money positively affect the intention to purchase sustainable clothing. Price sensitivity, rich and importance dimensions of love of money have no impact on the intention to purchase sustainable clothing. Perceived behavioral control moderates the relationship between attitude towards behavior and the intention to purchase sustainable clothing products. However, perceived behavioral control does not moderate the relationship between subjective norm and the intention to purchase sustainable clothing products.