ENCOURAGING GREEN CONSUMPTION IN PAKISTAN’S TEXTILE EXPORT MARKET: THE ROLE OF BEHAVIORAL CONTROL AND ENVIRONMENTAL CONCERN IN SUSTAINABLE APPAREL DEMAND

Abstract

This research investigates the behavioral mechanisms that shape green consumption within Pakistan’s textile export market, with particular emphasis on sustainable apparel demand. Despite Pakistan’s strategic position as a leading textile exporter, the industry continues to face mounting environmental challenges due to intensive resource consumption, pollution, and weak domestic and international demand for eco-friendly apparel. While sustainability initiatives are increasingly promoted at the production level, consumer-driven demand for environmentally responsible apparel remains inconsistent, limiting the long-term effectiveness of green transformation efforts. Anchored in the extended Theory of Planned Behavior, this study examines how behavioral determinants—namely attitude, subjective norms, perceived behavioral control, personal moral norms, environmental concern, and perceived consumer effectiveness—influence consumers’ purchase intentions toward sustainable apparel. The research adopts a quantitative approach to empirically assess the relative strength of these factors in shaping pro-environmental purchasing decisions within the context of Pakistan’s textile export ecosystem. Data are collected from consumers with exposure to textile and apparel markets using structured survey instruments, and the proposed conceptual model is tested using robust statistical techniques. The findings aim to clarify why high environmental awareness does not consistently translate into sustainable purchasing behavior and to identify the behavioral barriers that hinder green consumption. By highlighting the pivotal role of perceived behavioral control and environmental concern, the study provides nuanced insights into how consumers’ perceived ability, responsibility, and effectiveness shape sustainable demand. The research contributes theoretically by extending behavioral consumption literature to a developing economy export-oriented context and practically by offering actionable guidance for textile exporters, policymakers, and sustainability-driven marketers. Ultimately, this study supports the development of demand-side strategies that complement sustainable production initiatives, enabling Pakistan’s textile sector to align economic competitiveness with environmental responsibility and long-term sustainability goals.