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What drives Generation Z to choose green apparel? : unraveling the impact of environmental knowledge, altruism and perceived innovativeness

Vishnoi, Sushant Kumar ; Mathur, Smriti ; Agarwal, Vaishali ; Virmani, Naveen and Jagtap, Sandeep LU orcid (2025) In International Journal of Sustainable Engineering 18(1).
Abstract
This study proposes to determine the influence of ‘Environmental Knowledge’ (EK), ‘Altruism’ (Atr), ‘Consumer Confidence’ (CC) and constructs of ‘Theory of Planned Behaviour’ (TPB) like Attitude” (Atd), ‘Subjective Norm’ (Sub) and ‘Perceived behavioural control’ (Pbhc) on consumers’ intention to purchase ‘Green Apparel Products’ (GAPI). Moreover, the moderating effect of ‘Perceived Innovativeness’ (PInn) on the relationship between ‘Attitude’ (Atd), ‘Subjective Norm’ (Sub), ‘Perceived behavioural control’ (Pbhc), ‘EK’, ‘Atr’ and ‘CC’ was studied. To test the research model and hypothesis, a survey of 349 Generation Z consumers (18–26 years) was conducted. Cronbach’s alpha and a ‘Confirmatory Factor Analysis’ (CFA) were used to determine... (More)
This study proposes to determine the influence of ‘Environmental Knowledge’ (EK), ‘Altruism’ (Atr), ‘Consumer Confidence’ (CC) and constructs of ‘Theory of Planned Behaviour’ (TPB) like Attitude” (Atd), ‘Subjective Norm’ (Sub) and ‘Perceived behavioural control’ (Pbhc) on consumers’ intention to purchase ‘Green Apparel Products’ (GAPI). Moreover, the moderating effect of ‘Perceived Innovativeness’ (PInn) on the relationship between ‘Attitude’ (Atd), ‘Subjective Norm’ (Sub), ‘Perceived behavioural control’ (Pbhc), ‘EK’, ‘Atr’ and ‘CC’ was studied. To test the research model and hypothesis, a survey of 349 Generation Z consumers (18–26 years) was conducted. Cronbach’s alpha and a ‘Confirmatory Factor Analysis’ (CFA) were used to determine the scale’s reliability and validity. ‘Structural Equation Modelling’ (SEM) validated the given model and hypotheses. In this research, six hypotheses were tested, and it was found that three hypotheses showed a direct relationship. Specifically, the result of SEM showed that ‘Atd’, ‘Sub’ and ‘CC’ were positively related to GAPI. Also, six hypotheses were formulated testing the moderating role of ‘PInn’. The results established that ‘PInn’ moderated the relationship between ‘Atd’, ‘Sub’, ‘CC’ and ‘GAPI’ significantly. This research provides a novel framework to explore the relationship between the ‘EK’, ‘Atr’ and ‘CC’ and Generation Z consumer’s ‘GAPI’. (Less)
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author
; ; ; and
organization
publishing date
type
Contribution to journal
publication status
published
subject
keywords
Environmental knowledge, Altruism, Consumer confidence, Perceived behavioural control, Green apparel
in
International Journal of Sustainable Engineering
volume
18
issue
1
article number
2473986
pages
12 pages
publisher
Taylor & Francis
external identifiers
  • scopus:105000752116
ISSN
1939-7038
DOI
10.1080/19397038.2025.2473986
language
English
LU publication?
yes
id
5cd917cc-56e0-4f6c-8678-ed0439fef673
date added to LUP
2025-03-04 07:48:00
date last changed
2025-05-07 04:02:29
@article{5cd917cc-56e0-4f6c-8678-ed0439fef673,
  abstract     = {{This study proposes to determine the influence of ‘Environmental Knowledge’ (EK), ‘Altruism’ (Atr), ‘Consumer Confidence’ (CC) and constructs of ‘Theory of Planned Behaviour’ (TPB) like Attitude” (Atd), ‘Subjective Norm’ (Sub) and ‘Perceived behavioural control’ (Pbhc) on consumers’ intention to purchase ‘Green Apparel Products’ (GAPI). Moreover, the moderating effect of ‘Perceived Innovativeness’ (PInn) on the relationship between ‘Attitude’ (Atd), ‘Subjective Norm’ (Sub), ‘Perceived behavioural control’ (Pbhc), ‘EK’, ‘Atr’ and ‘CC’ was studied. To test the research model and hypothesis, a survey of 349 Generation Z consumers (18–26 years) was conducted. Cronbach’s alpha and a ‘Confirmatory Factor Analysis’ (CFA) were used to determine the scale’s reliability and validity. ‘Structural Equation Modelling’ (SEM) validated the given model and hypotheses. In this research, six hypotheses were tested, and it was found that three hypotheses showed a direct relationship. Specifically, the result of SEM showed that ‘Atd’, ‘Sub’ and ‘CC’ were positively related to GAPI. Also, six hypotheses were formulated testing the moderating role of ‘PInn’. The results established that ‘PInn’ moderated the relationship between ‘Atd’, ‘Sub’, ‘CC’ and ‘GAPI’ significantly. This research provides a novel framework to explore the relationship between the ‘EK’, ‘Atr’ and ‘CC’ and Generation Z consumer’s ‘GAPI’.}},
  author       = {{Vishnoi, Sushant Kumar and Mathur, Smriti and Agarwal, Vaishali and Virmani, Naveen and Jagtap, Sandeep}},
  issn         = {{1939-7038}},
  keywords     = {{Environmental knowledge; Altruism; Consumer confidence; Perceived behavioural control; Green apparel}},
  language     = {{eng}},
  month        = {{03}},
  number       = {{1}},
  publisher    = {{Taylor & Francis}},
  series       = {{International Journal of Sustainable Engineering}},
  title        = {{What drives Generation Z to choose green apparel? : unraveling the impact of environmental knowledge, altruism and perceived innovativeness}},
  url          = {{https://lup.lub.lu.se/search/files/209626391/What_drives_Generation_Z_to_choose_green_apparel_Unraveling_the_impact_of_environmental_knowledge_altruism_and_perceived_innovativeness.pdf}},
  doi          = {{10.1080/19397038.2025.2473986}},
  volume       = {{18}},
  year         = {{2025}},
}