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Motivations of gen z to buy sustainable apparel: a theory of planned behavior approach to identify influencing factors
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This study investigates how the Theory of Planned Behavior affects Gen Z’s
consumption of sustainable clothing. Descriptive quantitative research was conducted to
achieve this goal. Data were gathered through an online survey and dispersed using the
snowball method. The sample consists of 204 Gen Z respondents, and linear regression models
were used to analyze the data. The findings demonstrate how Gen Z’s exposure to social media
affects their intentions to make sustainable purchases and, consequently, their behaviors.
Additionally, the results show how subjective norms and sustainability attitudes influence Gen
Z’s purchasing intentions and behavior for sustainable apparel. Research results also reveal
gender differences in the influence of different variables on sustainable intentions and behavior
to buy sustainable clothing.
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Gen z Sustainable consumption Sustainable fashion Social media Theory of planned behavior