Utilitarian, hedonic and ecological motivations and sustainable fashion purchase intention among Mexican millennials

Abstract

This research analyzes the influence of hedonic, utilitarian and ecological motivations on the intention to purchase sustainable clothing among Mexican millennials. A quantitative, non-experimental, explanatory and cross-sectional research was used with 383 participants. The results indicate a positive and significant impact of utilitarian and ecological motivation on the intention to purchase sustainable fashion, with utilitarian motivation being the most influential motivation on consumers. However, hedonic motivation does not impact purchase intention. Since non-probabilistic sampling is used, the results cannot be generalized to the Mexican millennial population, although they contribute to the understanding of the nature of the aspects that drive the intention to purchase green behaviors.