ItemArticle

Green apparel and Generation Zs purchase intention: the moderating role of eWOM

Title
Green apparel and Generation Zs purchase intention: the moderating role of eWOM
Creator
Mathur, Smriti; Tewari, Alok; Shrivastava, Avinash K.; Sharma, Preeti
Description
Purpose This paper aims to examine the relationships among attitude, subjective norm (SN), perceived behavioral control (PBC), perceived novelty (PN), consumer confidence (CC) and Generation Zs (Gen Zs) green apparel purchase intention (PI), and also test the moderating role of electronic word-of-mouth (eWOM). Methodology The quantitative study used structural equation modeling and Hayes PROCESS macro to analyze a survey sample of 512 Gen Z consumers. Findings The key findings indicate that attitude, SN, PBC, PN and CC significantly influence Gen Z consumers green apparel PI. Furthermore, eWOM moderated the relationship between CC and Gen Z consumers green apparel PI. Originality Although previous studies have examined the influence of attitude, SN and PBC on green product PI, the expanded framework with the proposed possible relationships is novel. This research sheds light on the effect of PN and CC on Gen Z consumers green apparel purchases. Furthermore, this study extends the green apparel literature by investigating the moderating impact of eWOM. 2026 Smriti Mathur, Alok Tewari, Avinash K. Shrivastava and Preeti Sharma.
Source
Spanish Journal of Marketing - ESIC;pp.1-18
Date
01-01-2026
Publisher
Emerald Publishing
Subject
Confianza del consumidor; Consumer confidence; eWOM; eWOM; Generaci Z; Generation Z; Green apparel; Intenci de compra; Moda sostenible; Novedad percibida; Perceived novelty; Purchase intention; Teor del comportamiento planificado; Theory of planned behavior; Z??; ?????; ?????; ????; ????; ??????; ????
Coverage
Mathur S., Christ University, Bangalore, India; Tewari A., Babu Banarasi Das University, Lucknow, India; Shrivastava A.K., IMI Kolkata, Kolkata, India; Sharma P., Sharda University, Greater Noida, India
Rights
All Open Access; Gold Open Access
Relation
ISSN: 24449695;
Format
online
Language
English
Type
Article

Citation

Mathur, Smriti; Tewari, Alok; Shrivastava, Avinash K.; Sharma, Preeti, “Green apparel and Generation Zs purchase intention: the moderating role of eWOM,” CHRIST (Deemed To Be University) Institutional Repository, accessed June 18, 2026, https://archives.christuniversity.in/items/show/22938.

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