Khare, Arpita, and Pradeep Kautish. "Cosmopolitanism, self-identity, online communities and green apparel perception." Marketing Intelligence & Planning 39.1 (2021): 91-108.

This study explores how cosmopolitanism, global self-identity, and participation in online communities impact Indian consumers' awareness of eco-friendly practices and their perceptions of green apparel attributes. Utilizing a mall intercept technique for data collection across four Indian cities and structural equation modeling for analysis, the findings reveal that these factors significantly contribute to green knowledge, which in turn affects consumer perceptions of green apparel. The research underscores the potential of using global environmental consciousness and online platforms to promote green apparel, suggesting that aligning marketing strategies with these values can influence sustainable consumer behavior in the Indian fashion market.