Investigating the determinants of behavioral intentions of generation Z for recycled clothing: an evidence from a developing economy

Abstract

Purpose The purpose of this study is to investigate the influence of environmental concern, perceived value, personal norms and willingness to pay on generation Z’s purchase intention for recycled clothing. Design/methodology/approach The data were collected from five Indian universities. A total of 497 usable responses were analyzed. Confirmatory factor analysis was used for examining the validity and reliability of the scales. Further, the structural equation modeling was used to assess the relationship among the constructs. Findings Findings suggested that willingness to pay, environmental concern, perceived value and personal norms influence generation Z’s purchase intention for recycled clothing. Willingness to pay, environmental concern and perceived value were major predictors of purchase intention for recycled clothing. Practical implications This study holds much importance to the marketers of recycled clothing as it provides useful insights for formulating the appropriate promotional strategies. The study also contributes to the consumer behavior literature by addressing the existing research gap. Originality/value Most of the studies existing in this area have focused on the manufacturing side only except few which explored the consumption side of recycled clothing. Hence, the current study is an attempt to fill this research gap.