What drives Generation Z to choose green apparel? Unraveling the impact of environmental knowledge, altruism and perceived innovativeness

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dc.contributor.authorVishnoi, Sushant Kumar
dc.contributor.authorMathur, Smriti
dc.contributor.authorAgarwal, Vaishali
dc.contributor.authorVirmani, Naveen
dc.contributor.authorJagtap, Sandeep
dc.date.accessioned2025-04-22T14:47:53Z
dc.date.available2025-04-22T14:47:53Z
dc.date.freetoread2025-04-22
dc.date.issued2025-01-01
dc.date.pubOnline2025-03-03
dc.description.abstractThis 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 (18–26 years) was conducted. Cronbach’s alpha and a ‘Confirmatory Factor Analysis’ (CFA) were used to determine the scale’s 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 consumer’s ‘GAPI’.
dc.description.journalNameInternational Journal of Sustainable Engineering
dc.identifier.citationVishnoi SK, Mathur S, Agarwal V, et al., (2025) What drives Generation Z to choose green apparel? Unraveling the impact of environmental knowledge, altruism and perceived innovativeness. International Journal of Sustainable Engineering, Volume 18, 2025, Article number 2473986
dc.identifier.eissn1939-7046
dc.identifier.elementsID566393
dc.identifier.issn1939-7038
dc.identifier.paperNo2473986
dc.identifier.urihttps://doi.org/10.1080/19397038.2025.2473986
dc.identifier.urihttps://dspace.lib.cranfield.ac.uk/handle/1826/23783
dc.identifier.volumeNo18
dc.languageEnglish
dc.language.isoen
dc.publisherTaylor and Francis
dc.publisher.urihttps://www.tandfonline.com/doi/full/10.1080/19397038.2025.2473986
dc.rightsAttribution 4.0 Internationalen
dc.rights.urihttp://creativecommons.org/licenses/by/4.0/
dc.subjectEnvironmental knowledge
dc.subjectaltruism
dc.subjectconsumer confidence
dc.subjectperceived behavioural control
dc.subjectgreen apparel
dc.subjectperceived innovativeness
dc.subject35 Commerce, Management, Tourism and Services
dc.subject3503 Business Systems In Context
dc.subject3506 Marketing
dc.subject33 Built environment and design
dc.subject35 Commerce, management, tourism and services
dc.subject40 Engineering
dc.titleWhat drives Generation Z to choose green apparel? Unraveling the impact of environmental knowledge, altruism and perceived innovativeness
dc.typeArticle
dc.type.subtypeJournal Article
dcterms.dateAccepted2025-02-26

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