Internal and external factors motivate Generation Z's sustainable apparel consumption in China

Recognising the escalating importance of sustainable apparel consumption among China's Generation Z, this study integrated the theory of reasoned action with Rogers' innovation-decision process to examine the influences of internal (past sustainable behaviours) and external (subjective norms) antecedents on consumers' purchase intentions for sustainable apparel. This study also examined the persuasive mechanisms that mediated the relationships between these antecedents and purchase intentions, namely attitudes toward purchasing sustainable apparel and sustainable self-identity. Data was collected through an online survey from a convenience sample of 577 college students in China. The structural equation modelling results indicated that only subjective norms had a direct influence on Generation Z's purchase intentions. Notably, both attitudes and sustainable self-identity mediated the influences of Generation Z's past sustainable behaviours and subjective norms on purchase intentions. This study extended the utilisation of the theory of reasoned action and the innovation-decision process, offering valuable insights for marketers and policymakers.