The study aims to investigate the impact of shopping motivation on consumers’ intention to buy green apparel. The study adopted the theory of shopping motivation (utilitarian and hedonic motivation) as a framework. Further, the moderating roles of gender and family income were also examined in all the studied relationships. Data were collected through a questionnaire survey and analyzed using structural equation modeling. The findings indicate a significant impact of information availability and customized offerings on utilitarian motivation, along with a significant impact of adventure, authority, and status on hedonic motivation. Both shopping motivations, utilitarian and hedonic, influence purchase intention regarding green apparel. Gender was found to have a moderating relationship for information availability with utilitarian motivation and for authority and status with hedonic motivation. The moderating effect of income was also confirmed. The findings will help managers and practitioners promote sustainable consumption through green apparel. This may, in turn, foster the cleaner production and practices of sustainable consumption, which is beneficial for the planet and people.

该研究旨在调查购物动机对消费者购买绿色服装的意愿的影响。该研究采用购物动机（功利主义和享乐主义动机）理论作为框架。此外，在所有研究的关系中，性别和家庭收入的调节作用也得到了检验。通过问卷调查收集数据，并使用结构方程模型进行分析。研究结果表明信息可用性和定制产品对功利动机的重大影响，以及冒险，权威和地位对享乐动机的重大影响。购物动机，功利主义和享乐主义都影响着绿色服装的购买意愿。发现性别与功利主义动机的信息可用性以及享乐主义动机和权威具有适度的关系。还确认了收入的调节作用。调查结果将帮助管理人员和从业人员通过绿色服装促进可持续消费。反过来，这可能会促进清洁生产和可持续消费的实践，这对地球和人类都是有益的。