Unraveling the impact of minimalism on green purchase intention: insights from theory of planned behavior

Purpose This study aims to analyze the impact of minimalism, attitude, perceived behavioral control and subjective norm on green purchase intention in the fashion industry using the theory of planned behavior (TPB). Design/methodology/approach The study used the mall-intercept technique to collect data from shopping malls across six cities in India by administering a structured questionnaire. The sample comprised 230 responses, which were analyzed using the partial least square structural equation modeling (PLS-SEM). Findings The findings highlighted that minimalism, subjective norm, attitude and perceived behavior control significantly affect the purchase intention of green apparel in fashion industries. This strengthens the validity of the TPB in explaining green purchasing intention among educated individuals from Generations Y and Z in India. Practical implications This study is crucial for corporate leaders and academia as it embarks on new findings from young Indian consumers’ perspective. Minimalistic principles shape consumers’ purchasing attitude by enhancing their confidence and ability to adopt green consumption practices. Originality/value The study advances the comprehension of sustainable fashion marketing in India by investigating the correlation between customers’ minimalism and purchasing intention regarding sustainable apparel.