Martinez, Luis Manuel da Silva Pereira FructuosoMartinez, LuisaRiedl, Antonia2024-02-092024-02-092023-01-202022-12-16http://hdl.handle.net/10362/163325This 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.engGen zSustainable consumptionSustainable fashionSocial mediaTheory of planned behaviormaster thesis203315294