Purpose This study aims to examine the effect of social influence, environmental concerns and altruism on consumer purchase intention of eco-fashion (PIEF). In addition, this study, exploring the essential behavioral outcomes influenced in marketing, seeks to deepen the existing insight in this area. Design/methodology/approach To obtain the required data, the authors surveyed a group of people with previous experience in the purchase of eco-friendly apparel. The research hypotheses were tested using the structural equation modeling technique. Findings According to the results, social influence had the most significant impact on PIEF. Also, environmental concerns and altruism had a significant effect on PIEF. The results further indicated that eco-fashion purchase intention, in turn, influenced consumer willingness to engage in eWOM and pay a price premium. Practical implications The results of the present study guide marketing practitioners for the segmentation of target consumers, as the information on consumers’ natural needs and desires in a socio-cultural context is of significant use to fashion managers to understand their customers deeply. This information also helps them discover better ways of designing their marketing campaigns. Originality/value This paper contributes to research by advancing an understanding of how consumers make eco-fashion consumption decisions in purchasing apparel and provides businesses with managerial insights into devising marketing strategies to promote eco-fashion consumption, which facilitates fashion companies’ development of a sustainable fashion supply chain.

Decision-making and investors' behaviours are affected by various factors in Tehran Stock Exchange. Based on theoretical perspective, investors collect the key information of decision-making by the study of macro- and micro-levels of investment environments. To analyse the research data, path analysis and Linear Structural Relationships (LISREL) software are used. The results indicate that political factors with 62%, psychological factors with 53%, economic factors with 47% and internal factors with 31% are the most important factors that affect the stocks trading in Tehran Stock Exchange. Political and psychological factors not only have direct effect but also affect the investors' financial decision-making indirectly (through intended interest rate) 16 and 11%, respectively. The total effect of political and psychological factors on investors' financial decision-making is 79 and 64%, respectively.

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