The Role of Environmental Concern in Shaping Sustainable Clothing Choices among Generation Z: An Extended Theory of Planned Behavior

DOI

10.2991/978-94-6239-622-7_31How to use a DOI?

Keywords

sustainable consumption; sustainable clothing; Theory of Planned Behavior; environmental concern; purchase intention; Generation Z

Abstract

Research purpose:

This study investigates the drivers of Generation Z’s purchase intention for sustainable clothing in Indonesia, extending the Theory of Planned Behavior (TPB) by integrating environmental concern (EC) as a key antecedent of attitude, subjective norms, and perceived behavioral control (PBC).

Research motivation:

Although Gen Z is widely recognized for its environmental awareness, a gap persists between stated values and actual purchasing behavior. Prior studies often overlook cultural context, making this research valuable for understanding sustainable fashion decisions within a collectivist society.

Research design, approach, and method:

A quantitative survey of 399 Indonesian Gen Z respondents (aged 18–27) was conducted using purposive sampling. The proposed model was tested through variance-based Structural Equation Modeling (PLS-SEM) in SmartPLS4, with mediation analysis performed to examine indirect relationships.

Main findings:

Attitude and PBC significantly predict purchase intention, whereas subjective norms do not. EC indirectly influences purchase intention through attitude and PBC but shows no direct effect. These results highlight the importance of personal beliefs and self-efficacy over social influence in sustainable consumption behavior.

Practical/managerial implications:

The findings provide actionable insights for policymakers and sustainable fashion brands to drive adoption through incentives, regulations, and transparent marketing strategies that emphasize environmental benefits.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Dian Novitar
AU  - Tanti Handriana
AU  - Dien Mardhiyah
PY  - 2026
DA  - 2026/04/21
TI  - The Role of Environmental Concern in Shaping Sustainable Clothing Choices among Generation Z: An Extended Theory of Planned Behavior
BT  - Proceedings of the International Conference on Emerging Challenges: Business Dynamics in Disruptive Economy (ICECH 2025)
PB  - Atlantis Press
SP  - 505
EP  - 518
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6239-622-7_31
DO  - 10.2991/978-94-6239-622-7_31
ID  - Novitar2026
ER  -