One of the largest contributions to environmental harm worldwide is the fashion sector, and consumers' strong dependence on conventional fashion makes sustainability issues worse. According to recent studies, an increasing percentage of individuals are becoming more aware of environmental issues and are prepared to pay more for green fashion products. This study integrates the Status Quo Bias (SQB) theory with the Push Pull Mooring (PPM) framework to investigate the factors influencing consumers’ switching intentions towards green fashion. The purpose of integrating these two theories is to offer a thorough comprehension of how consumers behave. This study’s target respondents are those Malaysian consumers aged 21 and above who are aware of green fashion. An online structured survey yielded 153 responses in total, and a 7-point Likert scale was applied to measure each variable. The findings show that push factors – dissatisfaction (DS) and environmental risk (ER) – as well as pull factors – cost savings (CS) and social influence (SI) – significantly drive consumers’ switching intention. However, mooring factors, switching costs (CS), have a significant negative impact, while inertia has no significant impact. Keywords: Green Fashion; Switching Intention; Push Pull Mooring (PPM); Consumer Behaviour; Status Quo Bias (SQB) Subject Area: HF5410-5417.5 Marketing. Distribution of product
