Factors influencing consumer choice: a study of apparel and sustainable cues from Canadian and Indian consumers’ perspectives

The purpose of this study is to investigate the salient effects of product evaluative cues from a cross-national perspective. A web-based survey consisted of eight measuring items of environmental commitment and behaviour, 20 items of product cues, and demographic and behavioural questions were employed. A total of 321 and 309 usable surveys were collected from Canada and India, respectively. The results revealed that Canadian and Indian consumers were more concerned about psychic/aesthetic and physical/functional cues than extrinsic and sustainable cues. In particular, fit and comfort were perceived as the two most important evaluative criteria by both samples. Indian consumers relied more heavily on ‘no child labour’ and ‘no animal skin usage’ cues to evaluate apparel products than their Canadian counterparts. The findings underpin several implications, including aesthetic longevity, versatility, durability, and affordability of clothing, as well as transparency on sustainable production and practices.