ItemArticle

A study on branding strategies (green innovation and international marketing) and their impact on purchase decision involvement of customers in the textile industry, with disposable income as a moderating factor; [Studiu privind strategiile de branding (inova?ie ecologic? ?i marketing interna?ional) ?i impactul acestora asupra implic?rii decizia de cump?rare a clien?ilor din industria textil?, cu venitul disponibil ca factor moderator]

Title
A study on branding strategies (green innovation and international marketing) and their impact on purchase decision involvement of customers in the textile industry, with disposable income as a moderating factor; [Studiu privind strategiile de branding (inova?ie ecologic? ?i marketing interna?ional) ?i impactul acestora asupra implic?rii decizia de cump?rare a clien?ilor din industria textil?, cu venitul disponibil ca factor moderator]
Creator
Yashwanth, R.; Ramkumar, N.; Joshua Selvakumar, J.
Description
Branding strategies and customer involvement have become central to Indian businesses as sustainability gains prominence across both offline and online businesses. Due to rising environmental concerns, companies are focusing on sustainable practices, energy-efficient solutions, and eco-friendly products to meet consumer demands and regulatory standards. Purchasing the products based on green innovative marketing strategies has attracted people from various nations, too. However, purchasing decisions vary from one individual to another based on the driving factors like persona, psychological, economic, payment mode, social, quality, trust, cost, reputation, reviews and offers. In this research, the association between branding strategies as an independent factor using green innovation and international marketing strategies against the dependent factor, customer involvement in the textile industry, is examined. The moderating factor disposable income is adopted here, which gives this research its uniqueness, significance and novelty. The research adopts SEM analysis for examining the variables and the Hayes Process for moderating factor analysis. The targets are people who are interested in fashion clothing. The sample size used is n=589. The findings showed that there exists an association between green innovation in marketing (GIM) and purchase decision involvement (PDI) and international marketing (IM) and PDI. Similarly, the moderating factor, disposable income (DI), moderates the association between GIM and PDI; whereas it doesnt moderate the IM and PDI. Thus, the research concluded that the disposable income as a moderating factor certainly impacts the purchase decision of the customers and international marketing strategies in the fashion clothing in textile industry. 2025, Institute National Cercetare-Dezvoltare Textiles Pielarie. All rights reserved.
Source
Industria Textila;Volume;76;Issue;6;pp.833-841
Date
01-01-2025
Publisher
Institute National Cercetare-Dezvoltare Textiles Pielarie
Subject
branding; branding strategies; disposable income; green innovation; international marketing; purchase decision
Coverage
Yashwanth R., Department of Humanities, PSG College of technology, Coimbatore, 641004, India; Ramkumar N., PSG Institute of management, PSG College of technology, Coimbatore, 641004, India; Joshua Selvakumar J., School of Business and management, Christ university, Bengaluru, 560076, India
Rights
All Open Access; Gold Open Access
Relation
ISSN: 12225347;
Format
online
Language
English
Type
Article

Citation

Yashwanth, R.; Ramkumar, N.; Joshua Selvakumar, J., “A study on branding strategies (green innovation and international marketing) and their impact on purchase decision involvement of customers in the textile industry, with disposable income as a moderating factor; [Studiu privind strategiile de branding (inova?ie ecologic? ?i marketing interna?ional) ?i impactul acestora asupra implic?rii decizia de cump?rare a clien?ilor din industria textil?, cu venitul disponibil ca factor moderator],” CHRIST (Deemed To Be University) Institutional Repository, accessed June 18, 2026, https://archives.christuniversity.in/items/show/23553.

Output Formats