Understanding purchase intention towards eco-friendly clothing for generation Y & Z

Green consumption and pro-environmental behaviour have attracted considerable attention from academic marketing scholars. From the South Asian perspective, investigation on environmental awareness, social recognition, and self-image building through green consumption is very limited, particularly fo...

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Autores principales:	Muhammad Abrar, Muhammad Muzummil Sibtain, Rizwan Shabbir
Formato:	article
Lenguaje:	EN
Publicado:	Taylor & Francis Group 2021
Materias:	environmental apparel knowledge eco-friendly clothing green self-concept social status theory of planned behaviour (tpb) generation y & z Business HF5001-6182 Management. Industrial management HD28-70
Acceso en línea:	https://doaj.org/article/0f4a0d810d4647d48790ac1bf2c0b0c0
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spelling	oai:doaj.org-article:0f4a0d810d4647d48790ac1bf2c0b0c02021-11-26T11:19:50ZUnderstanding purchase intention towards eco-friendly clothing for generation Y & Z2331-197510.1080/23311975.2021.1997247https://doaj.org/article/0f4a0d810d4647d48790ac1bf2c0b0c02021-01-01T00:00:00Zhttp://dx.doi.org/10.1080/23311975.2021.1997247https://doaj.org/toc/2331-1975Green consumption and pro-environmental behaviour have attracted considerable attention from academic marketing scholars. From the South Asian perspective, investigation on environmental awareness, social recognition, and self-image building through green consumption is very limited, particularly for young generations. Therefore, this study seeks to comprehend the motives of consumers that belong to generations Y & Z towards green apparel purchases. The theoretical base integrates the (TBP) Theory of Planned Behaviour with three additional constructs of Environmental Apparel knowledge (EAK), Social Status (SS), Green self-concept (GSC). An online survey of 347 consumers belonging to generation Y & Z was conducted. For determining measurement and structural models, Structural Equation Modelling (SEM-PLS) was employed. The results indicated that Environmental Apparel Knowledge (EAK) and Green Self-concept (GSC) positively impact attitude towards green apparel, subjective norms (SN), perceived behavioural control (PBC), and purchase intention towards green apparel. In contrast, Social Status (SS) only impacts subjective norms. Moreover, mediation analysis showed that attitude mediated all relationships between Environmental Apparel knowledge (EAK), Social Status (SS), Green self-concept (GSC), and purchase intention towards green apparel. However, perceived behavioural control only mediated Green self-concept (GSC) and purchase intention, while subjective norm did not mediate any relationship. The study contributes to the existing literature by examining young green consumers’ specific personal and social values. It highlighted the role of knowledge about environmental concerns in designing purchase intention strategies for emerging countries. Practical implications for marketers and policymakers were presented.Muhammad AbrarMuhammad Muzummil SibtainRizwan ShabbirTaylor & Francis Grouparticleenvironmental apparel knowledgeeco-friendly clothinggreen self-conceptsocial statustheory of planned behaviour (tpb)generation y & zBusinessHF5001-6182Management. Industrial managementHD28-70ENCogent Business & Management, Vol 8, Iss 1 (2021)
institution	DOAJ
collection	DOAJ
language	EN
topic	environmental apparel knowledge eco-friendly clothing green self-concept social status theory of planned behaviour (tpb) generation y & z Business HF5001-6182 Management. Industrial management HD28-70
spellingShingle	environmental apparel knowledge eco-friendly clothing green self-concept social status theory of planned behaviour (tpb) generation y & z Business HF5001-6182 Management. Industrial management HD28-70 Muhammad Abrar Muhammad Muzummil Sibtain Rizwan Shabbir Understanding purchase intention towards eco-friendly clothing for generation Y & Z
description	Green consumption and pro-environmental behaviour have attracted considerable attention from academic marketing scholars. From the South Asian perspective, investigation on environmental awareness, social recognition, and self-image building through green consumption is very limited, particularly for young generations. Therefore, this study seeks to comprehend the motives of consumers that belong to generations Y & Z towards green apparel purchases. The theoretical base integrates the (TBP) Theory of Planned Behaviour with three additional constructs of Environmental Apparel knowledge (EAK), Social Status (SS), Green self-concept (GSC). An online survey of 347 consumers belonging to generation Y & Z was conducted. For determining measurement and structural models, Structural Equation Modelling (SEM-PLS) was employed. The results indicated that Environmental Apparel Knowledge (EAK) and Green Self-concept (GSC) positively impact attitude towards green apparel, subjective norms (SN), perceived behavioural control (PBC), and purchase intention towards green apparel. In contrast, Social Status (SS) only impacts subjective norms. Moreover, mediation analysis showed that attitude mediated all relationships between Environmental Apparel knowledge (EAK), Social Status (SS), Green self-concept (GSC), and purchase intention towards green apparel. However, perceived behavioural control only mediated Green self-concept (GSC) and purchase intention, while subjective norm did not mediate any relationship. The study contributes to the existing literature by examining young green consumers’ specific personal and social values. It highlighted the role of knowledge about environmental concerns in designing purchase intention strategies for emerging countries. Practical implications for marketers and policymakers were presented.
format	article
author	Muhammad Abrar Muhammad Muzummil Sibtain Rizwan Shabbir
author_facet	Muhammad Abrar Muhammad Muzummil Sibtain Rizwan Shabbir
author_sort	Muhammad Abrar
title	Understanding purchase intention towards eco-friendly clothing for generation Y & Z
title_short	Understanding purchase intention towards eco-friendly clothing for generation Y & Z
title_full	Understanding purchase intention towards eco-friendly clothing for generation Y & Z
title_fullStr	Understanding purchase intention towards eco-friendly clothing for generation Y & Z
title_full_unstemmed	Understanding purchase intention towards eco-friendly clothing for generation Y & Z
title_sort	understanding purchase intention towards eco-friendly clothing for generation y & z
publisher	Taylor & Francis Group
publishDate	2021
url	https://doaj.org/article/0f4a0d810d4647d48790ac1bf2c0b0c0
work_keys_str_mv	AT muhammadabrar understandingpurchaseintentiontowardsecofriendlyclothingforgenerationyz AT muhammadmuzummilsibtain understandingpurchaseintentiontowardsecofriendlyclothingforgenerationyz AT rizwanshabbir understandingpurchaseintentiontowardsecofriendlyclothingforgenerationyz
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Understanding purchase intention towards eco-friendly clothing for generation Y & Z

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