| dc.description.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. | en_US |
