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This study proposes to determine the influence of ‘Environmental Knowledge’ (EK), ‘Altruism’ (Atr), ‘Consumer Confidence’ (CC) and constructs of ‘Theory of Planned Behaviour’ (TPB) like Attitude” (Atd), ‘Subjective Norm’ (Sub) and ‘Perceived behavioural control’ (Pbhc) on consumers’ intention to purchase ‘Green Apparel Products’ (GAPI). Moreover, the moderating effect of ‘Perceived Innovativeness’
