Sustainability-driven fashion: Unpacking generation Z’s second-hand clothing purchase intentions

Abstract

This investigation probes Generation Z's proclivity towards acquiring sustainable merchandise, incorporating the Normative Activation Model (NAM) and the Model of Goal-Directed Behaviour (MGB) with a specific lens on circular goods. A purposive sampling method was employed to ensure that the selected participants possessed the specific characteristics required for this study. The total sample consisted of 711 surveys, of which only 457 fully completed responses were considered for analysis. The analysis utilized in this investigation is conducted through the partial least squares structural equation modelling (PLS-SEM) approach. The findings indicate that individuals' norms and aspirations substantially sway their procurement decisions, highlighting the importance of ecological consciousness and moral adjudication in sustainable consumption. The outcomes imply that the predilections of Generation Z are driven by altruistic intentions and the intrinsic valuation of sustainability, suggesting that corporations should conform to their sustainability ethos and anticipations, particularly within the sphere of circular commodities.