Understanding Perceived Value and Purchase Intention toward Eco-Friendly Athleisure Apparel: Insights from U.S. Millennials

Given the recent trend of athleisure lifestyle in U.S., this study sought to examine female millennial consumers’ value perceptions for purchasing recycled polyester-made apparel. Using an inductive approach with grounded theory, perceived green (PGV) framework was applied guide data collection through in-depth interviews and analysis. The findings provide theoretical insights sustainable solutions industry academia. Five main values identified include functional value, social emotional conditional epistemic value. Within these values, 13 sub-themes emerged. Female millennials consider price performance key deciding factors However, is contingent upon products being fashionable, comfortable, versatile numerous occasions. reaffirms that peers family can strongly influence decisions. are more likely purchase from well-known companies whose aligned their beliefs exempted false advertising. Companies need empower consumers necessary product information environmental knowledge. Epistemic relies on educated aware benefits.