Determinants of Sustainable Fast Fashion Purchase Intention Among Generation Z Consumers

The increasing environmental concerns associated with the fast fashion industry have intensified the need to understand the factors that encourage sustainable consumption, particularly among Generation Z, one of the largest and most influential consumer segments.This study examines the determinants of purchase intention towards sustainable fast fashion by investigating the effects of sustainability awareness, perceived green value, social influence, fashion involvement, and sustainability attitude.Drawing on the Theory of Planned Behaviour and the Value-Attitude-Behaviour framework, a conceptual model was developed and empirically tested using survey data collected from 1,000 Generation Z consumers in the Mumbai Metropolitan Region, India.The measurement model was validated through reliability analysis, exploratory factor analysis, and confirmatory factor analysis, while the proposed hypotheses were tested using structural equation modelling with the diagonally weighted least squares estimation method.The findings reveal that all five constructs significantly and positively influence purchase intention towards sustainable fast fashion.Sustainability attitude emerged as the strongest predictor (β = 0.351), followed by social influence (β = 0.303), sustainability awareness (β = 0.280), green perceived value (β = 0.252), and fashion involvement (β = 0.222).The model demonstrated excellent goodness of fit (comparative fit index = 0.991; Tucker-Lewis index = 0.989; root mean square error of approximation = 0.031), confirming the robustness of the proposed framework.The study contributes to the sustainable fashion literature by integrating cognitive, social, evaluative, and attitudinal factors into a comprehensive behavioural model that explains the transition from sustainability awareness to purchase intention among Generation Z consumers.The findings offer practical insights for fashion retailers, marketers, and policymakers seeking to promote sustainable consumption through strategies that strengthen positive sustainability attitudes, enhance perceived value, and leverage social influence.