Khare, Arpita, Amrut Sadachar, and Swagata Chakraborty. "Influence of celebrities and online communities on Indian consumers' green clothing involvement and purchase behavior." Journal of Fashion Marketing and Management: An International Journal 26.4 (2022): 676-699.

This research explores the impact of collective self-esteem (CSE), online communities, green attitudes, and celebrity influence on the involvement with green clothing and its subsequent effect on the purchase behavior of Indian consumers. Utilizing a combination of convenience and random sampling methods, data was collected from 403 individuals aware of green clothing through an online survey. The analysis, conducted using Structural Equation Modeling (SEM), revealed that online communities, green attitudes, and celebrity influences significantly predict green clothing involvement, which in turn affects purchase behavior. However, CSE was found to have no significant effect on green clothing involvement. These insights suggest that green apparel manufacturers and designers could leverage celebrities and online communities to educate consumers and promote green clothing, utilizing social media for engagement and experience sharing. The study contributes to the understanding of social influences on green apparel consumption by integrating the roles of celebrities, online communities, and collective identity in the Indian context.