@article{yashwanth_study_2025,
	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},
	volume = {76},
	issn = {1222-5347},
	url = {https://revistaindustriatextila.ro/images/2025/6/009%20R.%20YASHWANTH_%20INDUSTRIA%20TEXTILA%20no.6_2025.pdf},
	doi = {10.35530/IT.076.06.202521},
	abstract = {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 doesn’t 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.},
	number = {06},
	urldate = {2026-01-01},
	journal = {Industria Textila},
	author = {Yashwanth, R. and Ramkumar, N. and Selvakumar, J. Joshua},
	month = dec,
	year = {2025},
	pages = {833},
}