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      The impact of environmental accidents on the green apparel purchase behavior of Generation Z

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          Abstract

          Introduction

          This study examines the impact of environmental accidents on Generation Z’s purchase behavior towards green apparel, integrating the Theory of Planned Behavior and the Norm Activation Theory to conceptualize how different dimensions of environmental accidents influence consumer behavior.

          Methods

          Employing focus groups and questionnaires, this research captures data on Generation Z’s perceptions and behaviors towards green apparel in the context of environmental accidents. The collected data were analyzed using SPSS software, with structural equation modeling employed to test the research hypotheses.

          Results

          The findings indicate that the scale (H12  = 0.545), the degree of suddenness (H18  = 0.357), nature of the effect (H14  = 0.295), and duration (H17  = 0.289) of environmental accidents significantly influence Generation Z’s awareness of consequences, behavioral attitudes, subjective norms, and perceived behavioral control regarding the purchase of green clothing. Notably, the scale of environmental accidents has a significant impact on perceived behavioral control, which in turn significantly affects Generation Z’s intention to purchase green apparel (H3  = 0.5).

          Discussion

          This study elucidates the impact of environmental accidents on Generation Z’s green apparel purchase intentions. The findings highlight Generation Z’s environmental awareness and social responsibility, influencing their purchasing decisions. This research offers practical insights for brands to enhance green marketing strategies, focusing on product quality, transparency, and consumer education to align with Generation Z’s values and expectations. Future research should explore additional factors affecting purchase behavior and strategies to bridge the intention-behavior gap.

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          Most cited references81

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          The theory of planned behavior

          Icek Ajzen (1991)
          Organizational Behavior and Human Decision Processes, 50(2), 179-211
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            Using social and behavioural science to support COVID-19 pandemic response

            Jay Bavel, Katherine Baicker, Paulo S Boggio … (2020)
            The COVID-19 pandemic represents a massive global health crisis. Because the crisis requires large-scale behaviour change and places significant psychological burdens on individuals, insights from the social and behavioural sciences can be used to help align human behaviour with the recommendations of epidemiologists and public health experts. Here we discuss evidence from a selection of research topics relevant to pandemics, including work on navigating threats, social and cultural influences on behaviour, science communication, moral decision-making, leadership, and stress and coping. In each section, we note the nature and quality of prior research, including uncertainty and unsettled issues. We identify several insights for effective response to the COVID-19 pandemic and highlight important gaps researchers should move quickly to fill in the coming weeks and months.
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              A Paradigm for Developing Better Measures of Marketing Constructs

              Gilbert A. Churchill (2018)
              Article 0 comments Cited 767 times – based on 0 reviews     Review now
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                Author and article information

                Contributors
                Lixian Liu: Role: Role: Role: Role:
                Wenwen Zhang: URI : https://loop.frontiersin.org/people/2568407/overviewRole: Role: Role: Role: Role:
                Hao Li: Role: Role: Role: Role: Role:
                Zeyu Zheng: Role: Role: Role: Role: Role:
                Journal
                Journal ID (nlm-ta): Front Psychol
                Journal ID (iso-abbrev): Front Psychol
                Journal ID (publisher-id): Front. Psychol.
                Title: Frontiers in Psychology
                Publisher: Frontiers Media S.A.
                ISSN (Electronic): 1664-1078
                Publication date (Electronic): 10 April 2024
                Publication date Collection: 2024
                Volume: 15
                Electronic Location Identifier: 1338702
                Affiliations
                [1] 1International Institute of Fashion Technology, Zhejiang Sci-Tech University , Hangzhou, China
                [2] 2Zhejiang Provincial Research Center for Silk and Fashion Culture , Hangzhou, China
                [3] 3School of Fashion Design and Engineering, Zhejiang Sci-Tech University , Hangzhou, China
                [4] 4Hangzhou Zhiyi Technology Co., Ltd. , Hangzhou, China
                Author notes

                Edited by: Myriam Ertz, Université du Québec à Chicoutimi, Canada

                Reviewed by: Urvashi Tandon, Chitkara University, India

                Christian Bux, University of Bari Aldo Moro, Italy

                Arry Widodo, Telkom University, Indonesia

                *Correspondence: Hao Li, lh-calvin@ 123456zstu.edu.cn
                Article
                DOI: 10.3389/fpsyg.2024.1338702
                PMC ID: 11039971
                PubMed ID: 38659678
                SO-VID: 487632d1-4dc9-44f0-982a-4866556d3480
                Copyright © Copyright © 2024 Liu, Zhang, Li and Zheng.
                License:

                This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) and the copyright owner(s) are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.

                History
                Date received : 15 November 2023
                Date accepted : 25 March 2024
                Page count
                Figures: 5, Tables: 6, Equations: 0, References: 91, Pages: 18, Words: 13267
                Funding
                The author(s) declare that financial support was received for the research, authorship, and/or publication of this article. This research was funded by the research project outcomes under the Ministry of Science and Technology of the People’s Republic of China, grant number 2023ZY1029.
                Categories
                Subject: Psychology
                Subject: Original Research
                Custom metadata
                section-at-acceptance Environmental Psychology

                ScienceOpen disciplines: Clinical Psychology & Psychiatry
                Keywords: environmental accidents,green apparel purchase behavior,generation z,theory of planned behavior,norm activation theory
                Data availability:
                ScienceOpen disciplines: Clinical Psychology & Psychiatry
                Keywords: environmental accidents, green apparel purchase behavior, generation z, theory of planned behavior, norm activation theory

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