Investigating female consumers’ environmentally conscious apparel purchase behaviour through Stimulus-Organism-Response framework
The objective of the study is to examine the influential factors of female consumers’ environmentally conscious apparel purchase behaviour, in the context of an emerging European economy. The study builds upon Stimulus-Organism-Response (S-O-R) theoretical framework and proposes the moderating role...
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| Format: | Article |
| Language: | English |
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University in Belgrade
2025-05-01
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| Series: | Serbian Journal of Management |
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| Online Access: | https://aseestant.ceon.rs/index.php/sjm/article/view/53380/26909 |
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| author | Jelena Krstić Tamara Rajić Milica Kostić-Stanković Tamara Vlastelica |
| author_facet | Jelena Krstić Tamara Rajić Milica Kostić-Stanković Tamara Vlastelica |
| author_sort | Jelena Krstić |
| collection | DOAJ |
| description | The objective of the study is to examine the influential factors of female consumers’ environmentally conscious apparel purchase behaviour, in the context of an emerging European economy. The study builds upon Stimulus-Organism-Response (S-O-R) theoretical framework and proposes the moderating role of style orientation on the direct effects on purchase behaviour. Online questionnaire-based survey was performed to gather data, using convenience sampling framework. Hypothesized relationships were examined on a sample including 343 responses. Partial Least Squares Structural Equation Modeling (PLS-SEM), using SmartPLS4, was applied to examine proposed research framework. Results of the study point to green self-identity as more influential direct determinant of purchase behaviour, in comparison to green advertising, and the mediating role of green self-identity in the relationship between green advertising and environmentally conscious apparel purchase behaviour. The study revealed the moderating function of style orientation in the relation between green self-identity and purchase behaviour. Theoretical and practical implications of the study are discussed and limitations of the study, followed by future research directions to overcome the drawbacks of the present research, are noted. |
| format | Article |
| id | doaj-art-0a15e8a1121e489f859e67df14483250 |
| institution | OA Journals |
| issn | 1452-4864 2217-7159 |
| language | English |
| publishDate | 2025-05-01 |
| publisher | University in Belgrade |
| record_format | Article |
| series | Serbian Journal of Management |
| spelling | doaj-art-0a15e8a1121e489f859e67df144832502025-08-20T02:35:06ZengUniversity in BelgradeSerbian Journal of Management1452-48642217-71592025-05-012018110110.5937/sjm20-53380Investigating female consumers’ environmentally conscious apparel purchase behaviour through Stimulus-Organism-Response framework Jelena Krstić0Tamara Rajić1Milica Kostić-Stanković2Tamara Vlastelica3Institute of Economic Sciences, Zmaj Jovina 12, 11000 Belgrade, SerbiaInstitute of Social Sciences, Kraljice Natalije 45, 11000 Belgrade, SerbiaUniversity of Belgrade, Faculty of Organizational Sciences, Jove Ilića 154, 11000 Belgrade, SerbiaUniversity of Belgrade, Faculty of Organizational Sciences, Jove Ilića 154, 11000 Belgrade, SerbiaThe objective of the study is to examine the influential factors of female consumers’ environmentally conscious apparel purchase behaviour, in the context of an emerging European economy. The study builds upon Stimulus-Organism-Response (S-O-R) theoretical framework and proposes the moderating role of style orientation on the direct effects on purchase behaviour. Online questionnaire-based survey was performed to gather data, using convenience sampling framework. Hypothesized relationships were examined on a sample including 343 responses. Partial Least Squares Structural Equation Modeling (PLS-SEM), using SmartPLS4, was applied to examine proposed research framework. Results of the study point to green self-identity as more influential direct determinant of purchase behaviour, in comparison to green advertising, and the mediating role of green self-identity in the relationship between green advertising and environmentally conscious apparel purchase behaviour. The study revealed the moderating function of style orientation in the relation between green self-identity and purchase behaviour. Theoretical and practical implications of the study are discussed and limitations of the study, followed by future research directions to overcome the drawbacks of the present research, are noted.https://aseestant.ceon.rs/index.php/sjm/article/view/53380/26909green advertisinggreen self-identityenvironmentally conscious apparel purchase behaviourstyle orientation |
| spellingShingle | Jelena Krstić Tamara Rajić Milica Kostić-Stanković Tamara Vlastelica Investigating female consumers’ environmentally conscious apparel purchase behaviour through Stimulus-Organism-Response framework Serbian Journal of Management green advertising green self-identity environmentally conscious apparel purchase behaviour style orientation |
| title | Investigating female consumers’ environmentally conscious apparel purchase behaviour through Stimulus-Organism-Response framework |
| title_full | Investigating female consumers’ environmentally conscious apparel purchase behaviour through Stimulus-Organism-Response framework |
| title_fullStr | Investigating female consumers’ environmentally conscious apparel purchase behaviour through Stimulus-Organism-Response framework |
| title_full_unstemmed | Investigating female consumers’ environmentally conscious apparel purchase behaviour through Stimulus-Organism-Response framework |
| title_short | Investigating female consumers’ environmentally conscious apparel purchase behaviour through Stimulus-Organism-Response framework |
| title_sort | investigating female consumers environmentally conscious apparel purchase behaviour through stimulus organism response framework |
| topic | green advertising green self-identity environmentally conscious apparel purchase behaviour style orientation |
| url | https://aseestant.ceon.rs/index.php/sjm/article/view/53380/26909 |
| work_keys_str_mv | AT jelenakrstic investigatingfemaleconsumersenvironmentallyconsciousapparelpurchasebehaviourthroughstimulusorganismresponseframework AT tamararajic investigatingfemaleconsumersenvironmentallyconsciousapparelpurchasebehaviourthroughstimulusorganismresponseframework AT milicakosticstankovic investigatingfemaleconsumersenvironmentallyconsciousapparelpurchasebehaviourthroughstimulusorganismresponseframework AT tamaravlastelica investigatingfemaleconsumersenvironmentallyconsciousapparelpurchasebehaviourthroughstimulusorganismresponseframework |