In todayʹs world, with the increase in environmental an‎d social awareness, the concept of sustainability has become one of the main axes in various industries, including the clothing industry. The fashion an‎d clothing industry, as one of the largest consumers of natural resources an‎d producers of pollutants, plays an important role in the formation of sustainable consumption patterns. The present study aimed to investigate the parameters affecting the customerʹs decision to purchase sustainable clothing. In this study, a descriptive survey method was used to examine the hypotheses an‎d answer the research questions. The variables of this study included the decision to purchase sustainable clothing as a dependent variable an‎d the variables; environmental concerns, perceived environmental knowledge, subjective norms an‎d attitude towards purchasing as independent variables. The statistical population of this study included all female employees of hijab textile company. The statistical population was 240 people an‎d the sample size was determined to be 144 people using the Morgan table. A questionnaire was used to collect the data required in this study. In this study, confirmatory factor analysis test an‎d then structural equation modeling were used. Pls software was used to analyze the collected data an‎d examine the research hypotheses. The findings of this study showed that environmental concerns affect the decision to purchase sustainable clothing. Perceived environmental knowledge affects the decision to purchase sustainable clothing. Mental norms affect the decision to purchase sustainable clothing. Attitude towards purchasing affects the decision to purchase sustainable clothing.

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پريسا عصارزادگان

سعيد آجلي , داريوش سمناني