Sustainable Consumer Behaviour in Fashion: Determinants and Implications for Generation Z

As one of the most environmentally intensive industries, fashion shows a persistent gap between Gen Z’s pro-environmental values and actual purchasing behaviour, a gap fast fashion’s throwaway culture has normalised. This study examines the determinants of sustainable fashion consumption among India’s Gen Z consumers, comparing the influence of consumer knowledge, perceived behavioural control, attitude, and external influence on sustainable purchasing. A quantitative, cross-sectional survey was conducted using a structured online questionnaire adapted from Joshi et al. (2023) and Banytė et al. (2022). The seven-section instrument used a five-point Likert scale. Of 208 responses, 187 were retained after cleaning. PLS-SEM in SmartPLS-4 was used for analysis; the measurement model showed AVE above 0.59, composite reliability above 0.83, and SRMR of 0.086. The structural model explained 67% of the variance in sustainable consumer behaviour (R² = 0.670, Q² = 0.617). Perceived behavioural control was the strongest predictor (β = 0.398, p < 0.001), confirming that affordability, availability, and convenience drive sustainable purchasing. Attitude (β = 0.315) and consumer knowledge (β = 0.262, both p < 0.001) were also significant, with knowledge exerting an indirect effect via attitude (β = 0.104). External influence had no direct effect on behaviour but operated indirectly through attitude (β = 0.132), shaping behaviour only through attitudes. The dominance of perceived behavioural control suggests that reducing structural barriers, such as price premiums and limited availability, is more impactful than attitude-change campaigns alone. The knowledge effect supports investment in standardised, verified eco-labels, while the absent direct external influence effect implies social media promotions are unreliable behaviour-change levers; transparency and certification would serve consumers better. The study ranks four predictors within one model, clarifies the mediated role of external influence, and contributes evidence from an underrepresented Indian Gen Z context.