Understanding Gen Z females' purchase intentions towards green apparel: evidence from CEE countries

Purpose This study builds upon the Knowledge–Attitude–Behavior (KAB) framework and extends it by integrating the perspective of Social Identity Theory to examine the determinants of Gen Z female customers' purchase intentions toward green apparel and to assess the moderating role of greenwashing perceptions in these relationships. Design/methodology/approach A web-based structured survey was conducted on a non-probability sample of 464 respondents from Slovakia, the Czech Republic, Slovenia, and Lithuania. A two-step partial least squares structural equation modelling (PLS-SEM) approach was applied, and moderation analysis was used to examine whether the relationship between attitudes and purchase intentions depended on Gen Z females' perceptions of greenwashing related to sustainable apparel. Findings Attitudes are the most influential determinant of purchase intentions, followed by social norms and perceived knowledge of green apparel. Greenwashing perceptions have a negative moderating effect, weakening the positive relationship between attitudes and purchase intentions. Originality/value The findings provide practical insights for marketers, policymakers, and educators seeking to promote sustainable fashion and improve authentic communication regarding sustainable consumer behavior in the relatively under-researched context of CEE countries. In addition, research on the moderating role of greenwashing perceptions in shaping young consumers' purchase intentions related to green apparel within the KAB framework remains limited.