**2. Organic Cotton Clothing (OCC)**

Merriam-Webster defines organic as, "of, relating to, yielding, or involving the use of food produced with the use of feed or fertilizer of plant or animal origin without employment of chemically formulated fertilizers, growth stimulants, antibiotics, or pesticides" [22]. The basic differences between organic and conventional cotton production are based on the way of farming and agricultural management. Organic cotton fibers, on one hand, are grown from unmodified raw plants without harming humans and the environment i.e., preserving soil fertility and protecting biodiversity [23]. Conventional cotton is grown from genetically modified plants with the use of chemical fertilizers, herbicides, pesticides, and defoliants [24]. Due to the use of toxic pesticides and synthetic fertilizers, conventional cotton production is harmful to both humans and the environment [5]. Organic farming involves a rotational system of agriculture that replenishes and maintains soil fertility [25]. The absence of chemicals and pesticides ensures biodiversity [26]. Organic cotton farming provides the following benefits reducing the potential of global warming by 46%, acidification by 70%, soil erosion by 26%, blue water consumption by 91%, and primary energy demand by 62% [27]. Overall, according to The Soil Association, "Switching to organic cotton production could reduce the global warming impact of cotton production overall by 46% compared to non-organic cotton" [7]. OCC production ensures the use of organic cotton, natural dyes-chemicals, and eco-friendly technologies [28]. Throughout its lifecycle, OCC reduces its carbon footprint and hence contributes to environmental sustainability [29].

#### **3. Literature Review**

Organic food, organic clothing, recycling, upcycling, and an eco-friendly lifestyle are novel concepts throughout the world particularly in the developed and emerging countries. Developed countries have already been pioneering the fair trade movement, and environmental sustainability [30]. Therefore, consumption of eco-friendly products and their impacts on sustainable business, along with consumer behavior has always been an interesting topic of research while very little focus has been given to studying consumer behavior of the less developed countries [31].

Han [32] explored the US and South Korean consumers' green apparel purchase behavior. The research used the Theory of Planned Behavior to test various constructs influencing consumer purchase behavior. Injunctive norms were found to have a significant influence on attitude formation while perceived behavioral control and descriptive norms were found to be the most important forecasters of purchase intentions for both countries. However, there was a notable difference in attitudes as a strong predictor of purchase intention which was significant in US consumers but not significant for South Korean consumers. Social pressure, on the other hand, had a considerable impact on South Korean consumption behavior but was not dominant for US consumers. The differences and similarities of the consumers purchase behaviors are presumably because of the diverse socio-cultural perspectives of both countries [32].

Su, Watchravesringkan [33] investigated the factors influencing US and Chinese Millennials perception and behavioral intentions towards eco-friendly clothing and apparel. Sustainability knowledge and value were the influencing factor of consumers' attitudes and finally attitudes to the willingness to buy green apparel. The research showed that sustainability knowledge of apparel and personal value had a considerable impact on the formation of attitudes towards sustainable apparel consumption and which lead to a strong willingness to buy. Interestingly, US millennials were found to be more knowledgeable

about environmental sustainability and socially responsible consumer behavior whereas their Chinese counterpart had insufficient knowledge of the issues of sustainability and the apparel industry. The research emphasized the importance of incorporating sustainability knowledge in the educational system so more young consumers aware of environmental sustainability.

Khare and Varshneya [31] studied the OCC consumption by Indian youth considering past eco-friendly behavior, peer influence, and knowledge of organic clothing as the key influencers. Research findings show that past environment-friendly behavior plays a significant role during green apparel purchase whereas consumers' knowledge of green apparel and peer influence were not influential in organic clothing purchase behavior. Past environmental value and buying an organic product that represents consumers selfconcept [34] were more likely to influence future purchase of similar organic products [31].

#### **4. Theoretical Framework**

Theory of Reasoned Action (TRA) can be used to explain the reason for certain human behaviors. TRA uses two determinants of intention such as attitudes and subjective norms to understand psychological or cognitive processes of consumer behavior [35]. Consumer's belief affects the attitudes which influences the intention to engage in behavior and eventually impacts actual behavior. An individual develops a positive attitude for the behavior if they believe that performing the behavior will result in a desirable outcome, or vice versa. More favorable attitudes will always result in a strong behavioral intention towards performing the behavior [35,36].

Consumer's belief in environmental awareness and the ethical importance of sustainability forms attitudes towards OCC purchase. Previous studies have evaluated the influence of environmental awareness of the purchase of ethically made products [37,38]. Social norms, awareness of environmental sustainability, and environmental degradation are stated to be intensifying moral obligations to protect the environment [39]. Research studies dedicated to finding the predictors of environmental-friendly products have exhibited the influence of pro-environmental norms, social values, and self-monitoring behavior [40,41]. Environmental awareness and the ethical importance of conserving the environment can comprehensively constitute knowledge of sustainability. Limited knowledge of sustainability is found to be the most difficult obstruction in the development of a sustainable society [42]. Consumer's pro-environmental behavior is formed when a consumer has proper knowledge of environmental sustainability. Consumers knowing environmental sustainability can lead to positive attitudes and a behavioral intention to an eco-friendly product purchase [43–45]. Research has demonstrated that environmentally friendly clothing purchases are positively influenced by a consumer's knowledge of environmental sustainability [31,33]. Thus, we formulate the following Hypothesis H1:
