Factors Affecting Purchase Intention Of Young Consumers Toward Sustainable Clothes

Abstract

Nowadays, academics and professionals keep an eye on the problems surrounding sustainable and pro-environmental consumption practices. However, further research is required in the context of developing nations to thoroughly investigate this matter, specifically in relation to analyzing the purchasing habits of young customers. We extended examination of the connection between attitudes and purchase intention of sustainable clothes using the Theory of Planned Behavior. In order to address the issue and assess the degree of correlation between each factor, a survey was conducted, targeting members of Generation Z. Our research suggests that one's attitude toward eco-friendly apparel significantly influences purchase intention. However, greenwashing concern have a negative impact on this relationship. Furthermore, it was demonstrated that the group with high perceived consumer effectiveness, environmental knowledge and environmental concern had a more favorable attitude-purchase intention link than the group with opposite group. Besides, the results showed that environmental knowledge and environmental concern were associated. This study extends to the pool of knowledge regarding the factors influencing customers' attitude and purchase intention of sustainable clothes in developing nations. Professionals can use the study's insights to create sustainable marketing strategies that address the unique characteristics of the local market.