Authors:

Abstract

More or less, the brand is a key factor in different industries. The concept of brand personality as a human related component of the brand is pivotal in making the consumer purchase intention favorable towards a particular brand of a product. In the recent past, it can be seen a greater tendency of people throughout the world for more concerning the green concept in industries due to the grown consciousness for environmental protection. This tendency is gradually being extended even towards customer behavior. This study tested a model which couples brand personality and eco consciousness of consumers as independent variables and consumer purchase intention as the dependent variable. The model was tested in the branded apparel industry, since the brand name is a critical success factor in this industry. The objectives of the study were to investigate the magnitude of effect of brand personality and eco consciousness on consumers’ purchase intention of branded apparels. The model was tested among randomly selected sample of 200 apparel consumers in western province by using correlation and multiple regression analysis. It was based on a comprehensive literature review and the research was designed as a survey by collecting data from the sample using a standard questionnaire The results revealed that both brand personality and eco consciousness has significant positive impacts on consumer’s purchase intention. The findings imply that the consumers have more concern whether the apparel manufactures comply with eco friendliness when they make their purchasing decisions. The effect of brand personality proves that it is also a significant factor in making consumers purchasing decision on branded apparels. However, when the findings are compared with previous studies in the world, obviously, the effect of two independent variables on purchasing intention remains lower than the consumers in other western countries. It gives a signal for Sri Lankan apparel manufactures for being proactive by preparing their manufacturing processes to comply with eco friendliness since this lower level of impact may become gradually stronger in line with global consumer behavior. Moreover, they should make stronger the brand personality component by targeting the characteristics of their market segment/s into consideration. It is proposed for the future researchers to pay more attention specially on eco consciousness of Sri Lankan consumers since the significance of the effect of the variable on consumer purchasing behavior are to be reconfirmed.

Keywords: Brand personality, Eco consciousness, Apparel industry, Sri Lanka, Consumer behavior

How to Cite: Dimagi, W.G.T. and Herath, H.M.A., 2017. What Factors Direct the Customers’ Intention of Purchasing Branded Apparel; An Investigation in the Western Province in Sri Lanka. Wayamba Journal of Management, 8(2), pp.1–11. DOI: http://doi.org/10.4038/wjm.v8i2.7508