The Role of Environmental Concern in Shaping Sustainable Clothing Choices among Generation Z: An Extended Theory of Planned Behavior

Dian Novita (), Tanti Handriana and Dien Mardhiyah
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Dian Novita: Universitas Airlangga, Faculty of Economic and Business, Management Department
Tanti Handriana: Universitas Airlangga, Faculty of Economic and Business, Management Department
Dien Mardhiyah: Universitas Airlangga, Faculty of Economic and Business, Management Department

A chapter in Proceedings of the International Conference on Emerging Challenges: Business Dynamics in Disruptive Economy (ICECH 2025), 2026, pp 505-518 from Springer

Abstract: Abstract Research purpose: This study investigates the drivers of Generation Z’s purchase intention for sustainable clothing in Indonesia, extending the Theory of Planned Behavior (TPB) by integrating environmental concern (EC) as a key antecedent of attitude, subjective norms, and perceived behavioral control (PBC). Research motivation: Although Gen Z is widely recognized for its environmental awareness, a gap persists between stated values and actual purchasing behavior. Prior studies often overlook cultural context, making this research valuable for understanding sustainable fashion decisions within a collectivist society. Research design, approach, and method: A quantitative survey of 399 Indonesian Gen Z respondents (aged 18–27) was conducted using purposive sampling. The proposed model was tested through variance-based Structural Equation Modeling (PLS-SEM) in SmartPLS4, with mediation analysis performed to examine indirect relationships. Main findings: Attitude and PBC significantly predict purchase intention, whereas subjective norms do not. EC indirectly influences purchase intention through attitude and PBC but shows no direct effect. These results highlight the importance of personal beliefs and self-efficacy over social influence in sustainable consumption behavior. Practical/managerial implications: The findings provide actionable insights for policymakers and sustainable fashion brands to drive adoption through incentives, regulations, and transparent marketing strategies that emphasize environmental benefits.

Keywords: sustainable consumption; sustainable clothing; Theory of Planned Behavior; environmental concern; purchase intention; Generation Z (search for similar items in EconPapers)
Date: 2026
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DOI: 10.2991/978-94-6239-622-7_31

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