Factors impacting the behavioural intention towards sustainable fashion consumption: an empirical study of Gen Z consumers

The increasing number of young environmental activists worldwide has sparked a strong movement that encourages action against global warming and advocates sustainability. This has led to an increase in the popularity of sustainable products. The demand for sustainable clothing has increased and is continuing to gather momentum in the fashion business, which is acknowledged as the second-largest polluter. The younger generation is most concerned about environmental issues. The current study aimed to investigate college students' intentions to purchase sustainable apparel using the extended theory of planned behaviour. The data from 226 students at three Indian universities were gathered through an online survey and used in structural equation modelling. The findings demonstrated that behavioural belief, attitude, and pricing substantially impact purchase intention for sustainable clothing. The results will assist retailers in gaining notable insight into consumers' viewpoints on sustainable apparel, allowing them to devise robust marketing tactics to boost favourable intentions and attitudes.