The green apparel literature has previously examined the disparity between consumers' positive purchase intentions and their actual purchase behaviour. This dichotomous behaviour represents the critical ‘intention–behaviour gap’, which marketers must seek to reduce to increase sales of their products. The current study thus seeks to identify the drivers of green apparel purchase behaviour that may potentially mitigate this gap. The proposed conceptual model is grounded in the Stimulus–Organism–Behaviour–Consequence (SOBC) paradigm and is tested through an analysis of cross-sectional data collected from 387 green apparel product consumers in Japan who were sourced through Macromill Inc. The findings suggest that optimism as the stimulus is positively associated with labelling satisfaction and labelling desire, which, in turn, are positively associated with purchase intentions, representing behaviour. Furthermore, purchase intentions are positively associated with shopping routine and fully mediate the association between shopping routine and buying behaviour. The study provides interesting strategic inputs for green apparel marketers and retailers.

中文翻译：

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绿色服装购买行为：日本可持续消费的刺激-有机-行为-后果（SOBC）视角

绿色服装文献先前已经研究了消费者积极的购买意愿与其实际购买行为之间的差异。这种二分行为代表了关键的“意图-行为差距”，营销人员必须设法减少这种差距以增加其产品的销量。因此，目前的研究旨在确定可能缩小这种差距的绿色服装购买行为的驱动因素。提议的概念模型以刺激-有机体-行为-后果 (SOBC) 范式为基础，并通过对日本 387 名绿色服装产品消费者的横截面数据分析进行测试，这些消费者来自 Macromill Inc. 研究结果表明乐观作为刺激与标签满意度和标签欲望正相关，反过来，与购买意向呈正相关，代表行为。此外，购买意向与购物习惯呈正相关，并在购物习惯和购买行为之间完全中介。该研究为绿色服装营销商和零售商提供了有趣的战略投入。