The study explores the young consumers’ past environmental behaviour and peer influences in shaping green apparel’s perceived benefits in India. Data was corralled using convenience sampling method and partial least square structural equation modelling for the statistical analysis. The results show that past environmental behaviour and green peer influences significantly and positively impact young consumers’ green apparel perceived benefits for pro-environmental behaviour. The specific indirect effect, that is, past environmental behaviour↓green peer influence↓green apparel perceived benefits has a low β-coefficient (0.197) but the cumulative effect was stellar (β-coefficient = 0.744). Additionally, the prediction power of the proposed conceptual model was 59.2% (adjusted R² = 0.592). The results were effusive of the fact that past environmental behaviour has the highest influence in shaping young consumers’ green apparel perceived benefits and the cumulative effect with green peer influences, enhances the relationship further. The moderation effect of gender was also explored and confirmed gender neutrality. The study has fructifying implications for green marketers and researchers which would help achieve motives for a sustainable green apparel industry.

该研究探讨了年轻消费者过去的环境行为和同行对印度绿色服装感知利益的影响。使用方便抽样方法和偏最小二乘结构方程模型对数据进行统计分析。结果表明，过去的环境行为和绿色同行对年轻消费者的绿色服装对亲环境行为的感知收益产生了显着和积极的影响。具体的间接影响，即过去的环境行为↓绿色同行影响↓绿色服装感知收益的β系数较低（0.197），但累积效应非常好（β系数 = 0.744）。此外，所提出的概念模型的预测能力为 59.2%（调整后R ² = 0.592)。结果表明，过去的环境行为对塑造年轻消费者的绿色服装感知利益的影响最大，并且与绿色同行影响的累积效应进一步增强了这种关系。还探讨了性别的调节作用并证实了性别中立性。该研究对绿色营销人员和研究人员具有成果意义，这将有助于实现可持续绿色服装行业的动机。