Greening Generation Z: unraveling pro-environmental purchase intentions for green apparel in Lithuania through an extended theory of planned behavior, social media influence and environmental self-identity

Purpose The rise of social media among Generation Z has led to changes in consumption patterns, especially in green apparel. This study aims to extend the theory of planned behavior model to include social media’s influence on attitudes, subjective norms and perceived behavioral control (PBC) regarding green apparel purchases. It also investigates the moderating role of environmental self-identity in these relationships. Design/methodology/approach Data from 250 Lithuanians were collected using a standardized questionnaire. Findings The results indicate that social media has a significant influence on the attitudes, subjective norms and PBC of Generation Z. Attitude and subjective norms affect purchase intention, but PBC does not. Environmental self-identity strengthens the relationship between attitude and purchase intention but does not influence norms or PBC on purchase intention. Originality/value This study examines the impact of social media on the purchase intention of green apparel in Lithuania, thereby filling a critical research gap by extending the theory of planned behavior TPB. Furthermore, this study highlights the role of environmental self-identity as a moderator between attitude, subjective norms, PBC and purchase intention of green apparel. The outcomes of this study indicate the role of social media in green fashion.