What drives Generation Z to choose green apparel? Unraveling the impact of environmental knowledge, altruism and perceived innovativeness
altruism; consumer confidence; Environmental knowledge; green apparel; perceived behavioural control; perceived innovativeness
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 (1826 years) was conducted. Cronbachs alpha and a Confirmatory Factor Analysis (CFA) were used to determine the scales 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 consumers GAPI. 2025 The Author(s). Published by Informa UK Limited, trading as Taylor & Francis Group.
Vishnoi, Sushant Kumar; Mathur, Smriti; Agarwal, Vaishali; Virmani, Naveen; Jagtap, Sandeep
International Journal of Sustainable Engineering;Volume;18;Issue;1;Article No.;2473986;
All Open Access; Gold Open Access; Green Open Access
https://doi.org/10.1080/19397038.2025.2473986 https://www.scopus.com/pages/publications/105000752116?origin=resultslist
Vishnoi S.K., Department of Marketing, IMS Ghaziabad-B School, Ghaziabad, India; Mathur S., Christ University, Delhi, India; Agarwal V., Department of Marketing, IMS Ghaziabad-B School, Ghaziabad, India; Virmani N., Department of Operations Management, IMS Ghaziabad-B School, India; Jagtap S., Division of Engineering Logistics, Faculty of Engineering, Lund University, Lund, Sweden, Sustainable Manufacturing Systems Centre, Cranfield University, Cranfield, United Kingdom