Jiawei Zhu

doi:10.70711/memf.v2i6.6910

Evaluating Generation Zs purchasing behavior of ecofriendly clothing in the UK through The Theory of Planned Behavior

Jiawei Zhu

Abstract

This study examines Generation Zs purchasing behavior in the UK toward eco-friendly clothing using the Theory of Planned
Behavior (TPB). It explores how attitudes, subjective norms, and perceived behavioral control influence their willingness to pay for sustainable apparel. The role of social media and peer influence is analyzed, highlighting how digital platforms shape consumption habits. Findings
indicate that subjective norms and perceived behavioral control strongly impact purchase intentions, while pricing remains a key barrier. The
study also addresses greenwashing concerns, emphasizing the need for transparent sustainability practices to build consumer trust. Marketing
strategies should focus on influencer partnerships, personalized branding, and digital engagement, while policy recommendations stress affordable pricing, supply chain transparency, and regulatory measures to drive sustainable fashion adoption.

Keywords

Sustainable fashion; Generation Z, eco-friendly clothing; Theory of Planned Behavior (TPB); Consumer behavior; Social media influence

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References

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DOI: http://dx.doi.org/10.70711/memf.v2i6.6910

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