"Green Threads: Analysing Generation Z's Preferences for Sustainable Apparel "

Abstract

Purpose – The aim of this study is to examine the sustainable apparel purchase behaviour of Generation Z from the lens of the theory of planned behavior.

Design/methodology/approach – Construct were identified on the basis of TPB and additional construct were added on the basis of literature review. Construct examined were Generation Z Attitude, Subjective Norm (SN), Perceived Behavioral Control (PBC), Environmental Concern (EC), Sustainability Knowledge (SK), Purchase Intention (PI) and Sustainable Purchase Behaviour (SPB). Data was collected by online survey amongst 254 respondents from selected districts of Gujarat. In order to determine the measurement and structural model, Structural Equation Modelling was employed.

Findings – The results indicated that for Generation Z, purchase intention is significantly influenced by their concern towards environment and purchase behaviour for eco-apparels is also significantly influenced by their purchase intention.

Research limitations/implications –

The study highlights the vital role of environmental concern to be kept in focus while designing strategies for purchase behaviour and purchase intention for Generation Z in developing countries. It is imperative as Generation Z will be the global largest consumer cohort in coming years and they do possess the capability to reap in sustainable and optimistic changes for mother earth and societies. The findings were limited to Generation Z cohort and restricted to specific location.

Originality/Value-

Policy makers must provide financial, infrastructural and technological assistance to apparel manufacturing firms to manufacture high quality affordable eco-apparels with its easy availability.