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

In: Proceedings of the International Conference on Emerging Challenges: Business Dynamics in Disruptive Economy (ICECH 2025)

Author

Listed:
  • Dian Novitar

    (Universitas Airlangga, Faculty of Economic and Business, Management Department
    Universitas Teknokrat Indonesia, 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)

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.

Suggested Citation

  • Dian Novitar & Tanti Handriana & Dien Mardhiyah, 2026. "The Role of Environmental Concern in Shaping Sustainable Clothing Choices among Generation Z: An Extended Theory of Planned Behavior," Advances in Economics, Business and Management Research, in: Nguyen Danh Nguyen & Pham Thi Kim Ngoc (ed.), Proceedings of the International Conference on Emerging Challenges: Business Dynamics in Disruptive Economy (ICECH 2025), pages 505-518, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6239-622-7_31
    DOI: 10.2991/978-94-6239-622-7_31
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