Green Algorithms : Integrating Behavioral and Computational Approaches to Understand Sustainable Apparel Consumption

Authors

DOI:

https://doi.org/10.17010/aijer/2026/v15i2/175063

Keywords:

Sustainable Fashion; Purchase Intention; Consumer Social Responsibility; Market Basket Analysis; Machine Learning; Consumer Behaviour

Abstract

Purpose : The study examined the effects of environmental consciousness, product attributes, emotional values, and consumer social responsibility on sustainable apparel purchase intentions among Generation Z consumers in India. It also examined the role of demographic factors in shaping these relationships.

Design/Methodology/Approach : Data were collected from 608 Generation Z consumers and analyzed using partial least squares structural equation modeling to assess the proposed relationships among the constructs. An Apriori algorithm was also applied to transaction data from Myntra to identify frequently purchased combinations of sustainable apparel products.

Findings : The results showed that environmental consciousness positively influenced sustainable apparel purchase intentions, with gender moderating this relationship. Product attributes and emotional values also significantly influenced purchase intentions through functional and affective considerations. The market basket analysis identified recurring combinations, including organic cotton shirts with recycled polyester and elastane products.

Practical Implications : The findings indicated that brands could strengthen consumer social responsibility by providing sustainability education, communicating functional and emotional product benefits, and developing marketing strategies that encouraged consumers to translate purchase intentions into actual behavior.

Originality/Value : The study integrated structural modeling and association rule mining to connect consumer attitudes and intentions with observed purchasing patterns. It provided an integrated perspective on sustainable apparel consumption among Generation Z consumers in India.

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Published

2026-06-01

How to Cite

Suganthi, P., & Sivapriya, S. (2026). Green Algorithms : Integrating Behavioral and Computational Approaches to Understand Sustainable Apparel Consumption. Arthshastra Indian Journal of Economics & Research, 15(2), 49–66. https://doi.org/10.17010/aijer/2026/v15i2/175063

Issue

Volume 15, Issue 2, April-June 2026

Section

Articles
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