Enhancing the purchase of green behavior of generation Z in the context of the fashion industry: The moderation of social media usage

Abstract

This study explores the intricate associations between Perceived Behavioral Control, Green Attitude, Subjective norms, Green Intrinsic Motivation, Green Extrinsic Motivation, Green Purchase Intention and Green Purchase Behavior among Gen Z in Ho Chi Minh city, with a focus on the moderating role of Social Media Usage within fashion sector. Data were collected from 768 respondents through an online survey questionnaire. From Structural Equation Modeling (SEM) analysis results, green attitude has the strongest direct effect on the green purchase intention; social media usage with the strongest moderating role influences the indirect effect correlation between perceived behavioral control and green purchase intention. Consequently, we provide several implications that are suggested to assist business and policymakers in fostering green purchase behavior through targeted strategies, which contribute to a deeper understanding of the fashion industry