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The Influence of Consumer Optimism and Pessimism on Purchasing Intention of Eco-Friendly Clothing by Generation Z: Model Proposal

In: Quality Innovation and Sustainability

Author

Listed:
  • Sofia Antunes

    (University of Coimbra, Faculty of Economics)

  • Susana Garrido

    (University of Coimbra, CeBER, Faculty of Economics)

  • Cristela Bairrada

    (University of Coimbra, CeBER, Faculty of Economics)

Abstract

Overconsumption has caused a significant reduction in the world’s natural resources, negatively influencing the sustainability of individual companies and the sustainable development of the planet. The textile/apparel industry has negatively impacted the ecosystem with the carbon footprint of production units and landfills from non-ethical consumption and waste. This study aims to propose a conceptual model to understand the influence of the psychological mood of consumers (optimism and pessimism) over the intention to purchase eco-friendly clothing by generation Z exploring a novel set of antecedents. Considering these relationships, the proposed study also intends to study the mediating effect of environmental concern and perceived consumer efficiency/effectiveness. An unstructured literature review was used to identify the main factors influencing the intention to purchase eco-friendly clothingEco-friendly clothing by generation ZGeneration Z and suggest a model based on it. The suggested model can help to support future research about the buying behavior of generation ZGeneration Z regarding eco-friendly clothingEco-friendly clothing. This study is the first to suggest the influence of optimismOptimism and pessimismPessimism of generation ZGeneration Z on the intention to purchase eco-friendly clothingEco-friendly clothing by using as intermediate factors the environmental concernsEnvironmental concerns and the perceived consumer efficiency and effectivenessPerceived consumer efficiency and effectiveness.

Suggested Citation

  • Sofia Antunes & Susana Garrido & Cristela Bairrada, 2023. "The Influence of Consumer Optimism and Pessimism on Purchasing Intention of Eco-Friendly Clothing by Generation Z: Model Proposal," Springer Proceedings in Business and Economics, in: João Carlos de Oliveira Matias & Carina Maria Oliveira Pimentel & João Carlos Gonçalves dos Reis & J (ed.), Quality Innovation and Sustainability, pages 237-248, Springer.
    • Handle: RePEc:spr:prbchp:978-3-031-12914-8_19
    DOI: 10.1007/978-3-031-12914-8_19
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