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What drives Generation Z to choose green apparel?: unraveling the impact of environmental knowledge, altruism and perceived innovativeness

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Title: What drives Generation Z to choose green apparel?: unraveling the impact of environmental knowledge, altruism and perceived innovativeness
Authors: Vishnoi, Sushant Kumar, Mathur, Smriti, Agarwal, Vaishali, Virmani, Naveen, Jagtap, Sandeep
Contributors: Lund University, Faculty of Engineering, LTH, LTH Profile areas, LTH Profile Area: Food and Bio, Lunds universitet, Lunds Tekniska Högskola, LTH profilområden, LTH profilområde: Livsmedel och bioteknik, Originator, Lund University, Other research environments, Centre for Retail and Logistics (REAL), Lunds universitet, Andra forskningsmiljöer, Centrum för handel och logistik (REAL), Originator, Lund University, Faculty of Engineering, LTH, Departments at LTH, Department of Industrial and Mechanical Sciences, Engineering Logistics, Lunds universitet, Lunds Tekniska Högskola, Institutioner vid LTH, Institutionen för industri- och maskinvetenskaper, Teknisk logistik, Originator
Source: International Journal of Sustainable Engineering. 18(1)
Subject Terms: Social Sciences, Economics and Business, Business Administration, Samhällsvetenskap, Ekonomi och näringsliv, Företagsekonomi, Engineering and Technology, Civil Engineering, Other Civil Engineering, Teknik, Samhällsbyggnadsteknik, Annan samhällsbyggnadsteknik
Description: This study proposes to determine the influence of ‘Environmental Knowledge’ (EK), ‘Altruism’ (Atr), ‘Consumer Confidence’ (CC) and constructs of ‘Theory of Planned Behaviour’ (TPB) like Attitude” (Atd), ‘Subjective Norm’ (Sub) and ‘Perceived behavioural control’ (Pbhc) on consumers’ intention to purchase ‘Green Apparel Products’ (GAPI). Moreover, the moderating effect of ‘Perceived Innovativeness’ (PInn) on the relationship between ‘Attitude’ (Atd), ‘Subjective Norm’ (Sub), ‘Perceived behavioural control’ (Pbhc), ‘EK’, ‘Atr’ and ‘CC’ was studied. To test the research model and hypothesis, a survey of 349 Generation Z consumers (18–26 years) was conducted. Cronbach’s alpha and a ‘Confirmatory Factor Analysis’ (CFA) were used to determine the scale’s reliability and validity. ‘Structural Equation Modelling’ (SEM) validated the given model and hypotheses. In this research, six hypotheses were tested, and it was found that three hypotheses showed a direct relationship. Specifically, the result of SEM showed that ‘Atd’, ‘Sub’ and ‘CC’ were positively related to GAPI. Also, six hypotheses were formulated testing the moderating role of ‘PInn’. The results established that ‘PInn’ moderated the relationship between ‘Atd’, ‘Sub’, ‘CC’ and ‘GAPI’ significantly. This research provides a novel framework to explore the relationship between the ‘EK’, ‘Atr’ and ‘CC’ and Generation Z consumer’s ‘GAPI’.
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  Data: What drives Generation Z to choose green apparel?: unraveling the impact of environmental knowledge, altruism and perceived innovativeness
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  Data: Lund University, Faculty of Engineering, LTH, LTH Profile areas, LTH Profile Area: Food and Bio, Lunds universitet, Lunds Tekniska Högskola, LTH profilområden, LTH profilområde: Livsmedel och bioteknik, Originator<br />Lund University, Other research environments, Centre for Retail and Logistics (REAL), Lunds universitet, Andra forskningsmiljöer, Centrum för handel och logistik (REAL), Originator<br />Lund University, Faculty of Engineering, LTH, Departments at LTH, Department of Industrial and Mechanical Sciences, Engineering Logistics, Lunds universitet, Lunds Tekniska Högskola, Institutioner vid LTH, Institutionen för industri- och maskinvetenskaper, Teknisk logistik, Originator
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  Data: This study proposes to determine the influence of ‘Environmental Knowledge’ (EK), ‘Altruism’ (Atr), ‘Consumer Confidence’ (CC) and constructs of ‘Theory of Planned Behaviour’ (TPB) like Attitude” (Atd), ‘Subjective Norm’ (Sub) and ‘Perceived behavioural control’ (Pbhc) on consumers’ intention to purchase ‘Green Apparel Products’ (GAPI). Moreover, the moderating effect of ‘Perceived Innovativeness’ (PInn) on the relationship between ‘Attitude’ (Atd), ‘Subjective Norm’ (Sub), ‘Perceived behavioural control’ (Pbhc), ‘EK’, ‘Atr’ and ‘CC’ was studied. To test the research model and hypothesis, a survey of 349 Generation Z consumers (18–26 years) was conducted. Cronbach’s alpha and a ‘Confirmatory Factor Analysis’ (CFA) were used to determine the scale’s reliability and validity. ‘Structural Equation Modelling’ (SEM) validated the given model and hypotheses. In this research, six hypotheses were tested, and it was found that three hypotheses showed a direct relationship. Specifically, the result of SEM showed that ‘Atd’, ‘Sub’ and ‘CC’ were positively related to GAPI. Also, six hypotheses were formulated testing the moderating role of ‘PInn’. The results established that ‘PInn’ moderated the relationship between ‘Atd’, ‘Sub’, ‘CC’ and ‘GAPI’ significantly. This research provides a novel framework to explore the relationship between the ‘EK’, ‘Atr’ and ‘CC’ and Generation Z consumer’s ‘GAPI’.
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