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Geological and Mining Engineering

Geological and Mining Engineering (GME), published by Scineer Publishing PTE. LTD, is an open-access journal. GME is devoted to publish geological and mining engineering related articles in the form of original papers, review papers and case studies. It also provides a platform for scholars to exchange the latest information in the related fields and aim to promote the research on geological and mining engineering throughout the world. GME welcomes all original

ISSN: 3029-1887(P)

3029-2034(O)

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Food Safety and Quality

Food Safety and Quality (FSQ), published by Scineer Publishing PTE. LTD, is an open-access journal. FSQ is devoted to publish food safety and quality related articles in the form of original papers, review papers and case studies. It also provides a platform for scholars to exchange the latest information in the related fields and aim to promote the research on food safety and quality throughout the world. FSQ welcomes all original manuscripts that do not be published in any other journals.

ISSN: 3029-2115(P)

3029-2123(O)

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Hydraulic Engineering and Power Research

Hydraulic Engineering and Power Research (HEPR), published by Scineer Publishing PTE. LTD, is an open-access journal. HEPR is devoted to publish hydraulic engineering and power related articles in the form of original papers, review papers and case studies. It also provides a platform for scholars to exchange the latest information in the related fields and aim to promote the research on hydraulic engineering and power throughout the world. HEPR welcomes all original manuscripts that do not be published in any other journals.Â

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Â Â Â Â ISSN: 3029-2158(P)

Â Â Â Â Â Â Â Â Â 3029-2166(O)

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Medical and Health Research

Medical and Health Research (MHR), published by Scineer Publishing PTE. LTD, is an open-access journal. MHR is devoted to publish medicine related articles in the form of original papers, review papers and case studies. It also provides a platform for scholars to exchange the latest information in the related fields and aim to promote the research on medicine throughout the world. MHR welcomes all original manuscripts that do not be published in any other journals.Â

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Â Â Â Â ISSN: 3029-2190(P)

Â Â Â Â Â Â Â Â Â 3029-2204(O)

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Practical Medical Research

Practical Medical Research (PMR), published by Scineer Publishing PTE. LTD, is an open-access journal. PMR is devoted to publish medicine related articles in the form of original papers, review papers and case studies. It also provides a platform for scholars to exchange the latest information in the related fields and aim to promote the research on medicine throughout the world. PMR welcomes all original manuscripts that do not be published in any other journals.Â

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Â Â Â Â ISSN: 3029-2085(P)

Â Â Â Â Â Â Â Â Â Â 3029-2093(O)

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Forum on Research and Innovation Management

Forum on Research and Innovation Management (FRIM), published by Scineer Publishing PTE. LTD, is an open-access journal. FRIM is devoted to publish research and innovation management related articles in the form of original papers, review papers and case studies. It also provides a platform for scholars to exchange the latest information in the related fields and aim to promote the research on research and innovation management throughout the world. FRIM welcomes all original manuscripts that do not be published in any other journals.Â

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Â Â Â Â ISSN: 3029-1933(P)

Â Â Â Â Â Â Â Â Â 3029-1984(O)

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Construction Safety Technology and Management

Construction Safety Technology and Management (CSTM), published by Scineer Publishing PTE. LTD, is an open-access journal. CSTM is devoted to publish construction safety technology and management related articles in the form of original papers, review papers and case studies. It also provides a platform for scholars to exchange the latest information in the related fields and aim to promote the research on construction safety technology and management throughout the world. CSTM welcomes all original manuscripts that do not be published in any other journals.Â

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Â Â Â Â Â ISSN: 3029-2069(P)

Â Â Â Â Â Â Â Â Â Â Â 3029-2077(O)

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Industrial Technology Research

Industrial Technology Research (ITR), published by Scineer Publishing PTE. LTD, is an open-access journal. ITR is devoted to publish industrial technology related articles in the form of original papers, review papers and case studies. It also provides a platform for scholars to exchange the latest information in the related fields and aim to promote the research on industrial technology throughout the world. ITR welcomes all original manuscripts that do not be published in any other journals.

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Â Â Â Â ISSN: 3029-1895(P)

Â Â Â Â Â Â Â Â Â Â 3029-2026(O)

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Environmental Protection and Health

Environmental Protection and Health (EPH), published by Scineer Publishing PTE. LTD, is an open-access journal. EPH is devoted to publish environmental protection and health related articles in the form of original papers, review papers and case studies. It also provides a platform for scholars to exchange the latest information in the related fields and aim to promote the research on environmental protection and health throughout the world. EPH welcomes all original manuscripts that do not be published in any other journals.Â

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Â Â Â Â ISSN: 3029-1909(P)

Â Â Â Â Â Â Â Â Â 3029-2018(O)

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Artificial Intelligence Technology Research

Artificial Intelligence Technology Research (AITR), published by Scineer Publishing PTE. LTD, is an open-access journal. AITR is devoted to publish artificial intelligence technology related articles in the form of original papers, review papers and case studies. It also provides a platform for scholars to exchange the latest information in the related fields and aim to promote the research on artificial intelligence technology throughout the world. AITR welcomes all original manuscripts that do not be published in any other journals.Â

Â Â Â Â ISSN: 3029-1968(O)

Â Â Â Â Â Â Â Â Â 3029-195X(P)
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Curriculum Learning and Exploration

Curriculum Learning and Exploration (CLE), published by Scineer Publishing PTE. LTD, is an open-access journal. CLE is devoted to publish curriculum related articles in the form of original papers, review papers and case studies. It also provides a platform for scholars to exchange the latest information in the related fields and aim to promote the research on curriculum throughout the world. CLE welcomes all original manuscripts that do not be published in any other journals.Â

Â Â Â Â ISSN: 3029-1976(O)

Â Â Â Â Â Â Â Â Â 3029-1941(P)
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Evaluation of Educational Research

Evaluation of Educational Research (EER), published by Scineer Publishing PTE. LTD, is an open-access journal. EER is devoted to publish education related articles in the form of original papers, review papers and case studies. It also provides a platform for scholars to exchange the latest information in the related fields and aim to promote the research on education throughout the world. EER welcomes all original manuscripts that do not be published in any other journals.

Â Â Â Â ISSN: 3029-1992(O)

Â Â Â Â Â Â Â Â Â 3029-1925(P)
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World Education Forum

World Education Forum (WEF), published by Scineer Publishing PTE. LTD, is an open-access journal. WEF is devoted to publish education related articles in the form of original papers, review papers and case studies. It also provides a platform for scholars to exchange the latest information in the related fields and aim to promote the research on education throughout the world. WEF welcomes all original manuscripts that do not be published in any other journals.

Â Â Â Â ISSN: 3029-214X(O)

Â Â Â Â Â Â Â Â Â 3029-2131(P)

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New Explorations in Education and Teaching

New Explorations in Education and Teaching (NEET), published by Scineer Publishing PTE. LTD, is an open-access journal. NEET is devoted to publish education related articles in the form of original papers, review papers and case studies. It also provides a platform for scholars to exchange the latest information in the related fields and aim to promote the research on education throughout the world. NEET welcomes all original manuscripts that do not be published in any other journals.Â

Â Â Â Â ISSN: 3029-200X(O)

Â Â Â Â Â Â Â Â Â 3029-1917(P)

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Modern Economic Management Forum

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Modern Economic Management Forum (MEMF), published by Scineer Publishing PTE. LTD, is an open-access journal. MEMF is devoted to publish modern economic management related articles in the form of original papers, review papers and case studies. It also provides a platform for scholars to exchange the latest information in the related fields and aim to promote the research on economic management throughout the world. MEMF welcomes all original manuscripts that do not be published in any other journals.Â

Â Â Â Â ISSN: 3029-2182(O)

Â Â Â Â Â Â Â Â Â 3029-2174(P)

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Research and Commentary on Humanities and Arts

Research and Commentary on Humanities and ArtsÂ (RCHA), published by Scineer Publishing PTE. LTD, is an open-access journal. RCHA is devoted to publish humanities and arts related articles in the form of original papers, review papers and case studies. It also provides a platform for scholars to exchange the latest information in the related fields and aim to promote the research on humanities and arts throughout the world. RCHA welcomes all original manuscripts that do not be published in any other journals.Â

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Â Â Â Â Â Â ISSN: 3029-2050(O)

Â Â Â Â Â Â Â Â Â Â Â 3029-2042(P)

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Scineer Publishing is a publisher of open access journals. Covering various disciplines and promoting interdisciplinary development, Scineer Publishing adheres to a principle of respecting academics, and publishes insightful and rigorous academic research contents.

12 Eu Tong Sen Street, #07-168, Singapore 059819

E-mail: scineerpub@126.com

Copyright © 2023 Scineer Publishing Pte. Ltd.

Evaluating Generation Z’s purchasing behavior of ecofriendly clothing in the UK through The Theory of Planned Behavior

Jiawei Zhu

Abstract

This study examines Generation Z’s 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

Full Text:

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References

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and Social Psychology, 78, pp. 53-63. Available at: https://doi.org/10.1037/0022-3514.78.1.53.

[2] Adams, C., Gringart, E. & Strobel, N. A. (2022) ‘Explaining adults’ mental health help-seeking through the lens of the theory of planned

behavior: a scoping review’, Systematic Reviews, 11. Available at: https://doi.org/10.1186/s13643-022-02034-y.

[3] Ajzen, I. (1991) ‘The theory of planned behavior’, Organizational Behavior and Human Decision Processes, 50, pp. 179-211. Available

at: https://doi.org/10.1016/0749-5978(91)90020-T.

[4] Ajzen, I. (2011) ‘The theory of planned behaviour: Reactions and reflections’, Psychology & Health, 26, pp. 1113 - 1127. Available at:

https://doi.org/10.1080/08870446.2011.613995.

[5] Brand Vision (2024) ‘The marketing strategies Alo Yoga used to become Lululemon’s #1 competitor’. Available at: https://www.brandvm.com/post/alo-marketing (Accessed: 6 November 2024).

[6] Chen, X., Memon, H. A., Wang, Y., Marriam, I. & Tebyetekerwa, M. (2021) ‘Circular economy and sustainability of the clothing and

textile industry’, Materials Circular Economy, 3, p. 12. Available at: https://doi.org/10.1007/s42824-021-00026-2.

[7] Claudio, L. (2007) ‘Waste couture: Environmental impact of the clothing industry’, Environmental Health Perspectives, 115, pp. A449 -

A454. Available at: https://doi.org/10.1289/EHP.115-A449.

[8] Cowan, K. & Kinley, T. R. (2014) ‘Green spirit: Consumer empathies for green apparel’, International Journal of Consumer Studies, 38,

pp. 493-499. Available at: https://doi.org/10.1111/IJCS.12125.

[9] Crane, D. (2000) Fashion and its social agendas: Class, gender, and identity in clothing. New York: University of Chicago Press.

[10] Depop (2020) ‘Depop Gen Z report’. Available at: https://depopxbainreport.depop.com/ (Accessed: 9 December 2024).

[11] Dhir, A., Sadiq, M., Talwar, S., Sakashita, M. & Kaur, P. (2020) ‘Why do retail consumers buy green apparel? A knowledge-attitude-behaviour-context perspective’, Journal of Retailing and Consumer Services. Available at: https://doi.org/10.1016/j.jretconser.2020.102398.

[12] First Insight (2022) ‘Willingness of consumers to spend more on sustainability products in the United Kingdom (UK) in 2022, by generation’, Statista. Available at: https://www-statista-com.oxfordbrookes.idm.oclc.org/statistics/1318317/willingness-to-spend-more-onsustainability-by-generation/ (Accessed: 6 November 2024).

[13] Kearney Analysis (2020) ‘Why today’s pricing is sabotaging sustainability’. Available at: https://www.kearney.com/

documents/291362523/291369612/Impact_%2313_FINAL2.pdf/f4b68239-3b3e-7f40-10a4-0c0f0959eabf?t=1608452025000 (Accessed: 6 November 2024).

[14] Laroche, M., Bergeron, J. & Barbaro-Forleo, G. (2001) ‘Targeting consumers who are willing to pay more for environmentally friendly

products’, Journal of Consumer Marketing, 18, pp. 503-520. Available at: https://doi.org/10.1108/EUM0000000006155.

[15] Pimonenko, T., Bilan, Y., Horák, J., Starchenko, L. & Gajda, W. (2020) ‘Green brand of companies and greenwashing under sustainable

development goals’, Sustainability, 12, p. 1679. Available at: https://doi.org/10.3390/su12041679.

[16] ThredUp (2023) ‘Resale report’. Available at: https://www.thredup.com/resale/2023 (Accessed: 9 December 2024).

[17] Thrive (2023) ‘New AI-powered feature allows you to virtually try on clothes: What does this mean for the future of eCommerce shopping?’. Available at: https://thriveagency.com/news/new-ai-powered-feature-allows-you-to-virtually-try-on-clothes/ (Accessed: 25 November 2024).

[18] Wiederhold, M. & Martinez, L. F. (2018) ‘Ethical consumer behaviour in Germany: The attitude-behaviour gap in the green apparel industry’, International Journal of Consumer Studies, 42, pp. 419-429. Available at: https://doi.org/10.1111/IJCS.12435.

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

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Scineer Publishing is a publisher of open access journals. Covering various disciplines and promoting interdisciplinary development, Scineer Publishing adheres to a principle of respecting academics, and publishes insightful and rigorous academic research contents.

12 Eu Tong Sen Street, #07-168, Singapore 059819

E-mail: scineerpub@126.com

Copyright © 2023 Scineer Publishing Pte. Ltd.