What drives Generation Z to choose green apparel? : unraveling the impact of environmental knowledge, altruism and perceived innovativeness
(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)
Please use this url to cite or link to this publication:
https://lup.lub.lu.se/record/5cd917cc-56e0-4f6c-8678-ed0439fef673
- author
- Vishnoi, Sushant Kumar
; Mathur, Smriti
; Agarwal, Vaishali
; Virmani, Naveen
and Jagtap, Sandeep
LU
- organization
- publishing date
- 2025-03-03
- 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}}, }