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Factors That Influence Consumers’ Sustainable Apparel Purchase Intention: The Moderating Effect of Generational Cohorts

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  • Pei-Hsin Lin

    (Department of Business Administration, National Taiwan University, Taipei 106, Taiwan)

  • Wun-Hwa Chen

    (Department of Business Administration, National Taiwan University, Taipei 106, Taiwan)

Abstract

The circular economy is one of the crucial issues in fashion because the fashion industry is a major global polluter. Many consumers are adopting a more sustainable lifestyle and it shows in their buying preferences and behaviors. This study aims to predict sustainable fashion apparel consumption using an extended version of the belief–attitude–intention framework, by investigated the moderating effect of generational cohorts. Particularly, the study emphasizes the rental apparel, second-hand apparel, and recycled apparel markets. Survey data were collected from 135 Generation X consumers, 134 Generation Y consumers, and 139 Generation Z consumers in Taiwan. Structural equation modeling and the bootstrapping method were applied to test the hypothesized relationships. The findings determined environmental consciousness, perceived value, and perceived risk as key predictors of consumers’ sustainable apparel purchase intentions. The findings also showed that the generational cohort negatively moderated the relationship between environmental consciousness and sustainable apparel purchase intentions. Therefore, fully understanding consumers’ purchase intentions regarding sustainable apparel is an indispensable topic for both academia and industry in a circular environment. Moreover, the fashion industry should concentrate more on promoting sustainability and ecologically friendly apparel products as well as developing multi-generational marketing strategies.

Suggested Citation

  • Pei-Hsin Lin & Wun-Hwa Chen, 2022. "Factors That Influence Consumers’ Sustainable Apparel Purchase Intention: The Moderating Effect of Generational Cohorts," Sustainability, MDPI, vol. 14(14), pages 1-14, July.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:14:p:8950-:d:868399
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    Cited by:

    1. Ting Chi & Victoria Gonzalez & Justin Janke & Mya Phan & Weronika Wojdyla, 2023. "Unveiling the Soaring Trend of Fashion Rental Services: A U.S. Consumer Perspective," Sustainability, MDPI, vol. 15(19), pages 1-21, September.
    2. Swagata Chakraborty & Amrut Sadachar, 2023. "Did Anything Good Come Out of the Pandemic? COVID-19-Stress Induced Self-Regulatory Sustainable Apparel Consumption among the Millennials in the U.S," Sustainability, MDPI, vol. 15(9), pages 1-17, April.
    3. Sujata Khandai & Sonia Kataria & Harpuneet Singh Kohli & Renu Yadav & Jones Mathew, 2025. "Green choices and brand happiness: A recipe for brand evangelism," Sustainable Development, John Wiley & Sons, Ltd., vol. 33(2), pages 2486-2501, April.
    4. Sahar Aamir & Syed Waqar Haider & Sarwat Jahan & Hammad Bin Azam Hashmi & Abbas Issa & Aamir Raza, 2025. "Sustainable style: “Unleashing the power of slow fashion orientation in driving purchase intentions for ethical apparel choices”," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 22(3), pages 663-692, September.
    5. Luigi Leclercq-Machado & Aldo Alvarez-Risco & Verónica García-Ibarra & Sharon Esquerre-Botton & Flavio Morales-Ríos & Maria de las Mercedes Anderson-Seminario & Shyla Del-Aguila-Arcentales & Neal M. D, 2022. "Consumer Patterns of Sustainable Clothing Based on Theory of Reasoned Action: Evidence from Ecuador," Sustainability, MDPI, vol. 14(22), pages 1-16, November.
    6. Cristel Joy G. Cayaban & Yogi Tri Prasetyo & Satria Fadil Persada & Rianina D. Borres & Ma. Janice J. Gumasing & Reny Nadlifatin, 2023. "The Influence of Social Media and Sustainability Advocacy on the Purchase Intention of Filipino Consumers in Fast Fashion," Sustainability, MDPI, vol. 15(11), pages 1-20, May.
    7. Prakash Singh, 2024. "What Drives or Decelerates Generation Z? An Empirical Study Navigating Consumer Buying Intentions in Online Shopping," SAGE Open, , vol. 14(3), pages 21582440241, July.

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