Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Faculty Publications Article Faculty Publications -Articles Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Creator An entity primarily responsible for making the resource Mathur, Smriti; Tewari, Alok; Shrivastava, Avinash K.; Sharma, Preeti Title A name given to the resource Green apparel and Generation Zs purchase intention: the moderating role of eWOM Date A point or period of time associated with an event in the lifecycle of the resource 01-01-2026 Source A related resource from which the described resource is derived Spanish Journal of Marketing - ESIC;pp.1-18 Identifier An unambiguous reference to the resource within a given context <a href="https://doi.org/10.1108/SJME-05-2024-0142" target="_blank" rel="noreferrer noopener">https://doi.org/10.1108/SJME-05-2024-0142</a> <br /><br /><a href="https://www.scopus.com/pages/publications/105036871849?origin=resultslist" target="_blank" rel="noreferrer noopener">https://www.scopus.com/pages/publications/105036871849?origin=resultslist</a> Coverage The spatial or temporal topic of the resource, the spatial applicability of the resource, or the jurisdiction under which the resource is relevant 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 Description An account of the resource 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. Subject The topic of the resource 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??; ?????; ?????; ????; ????; ??????; ???? Publisher An entity responsible for making the resource available Emerald Publishing Relation A related resource ISSN: 24449695; Language A language of the resource English Type The nature or genre of the resource Article Rights Information about rights held in and over the resource All Open Access; Gold Open Access Format The file format, physical medium, or dimensions of the resource online