Green apparel and Generation Z’s purchase intention: the moderating role of eWOM

Purpose This paper aims to examine the relationships among attitude, subjective norm (SN), perceived behavioral control (PBC), perceived novelty (PN), consumer confidence (CC) and Generation Z’s (Gen Z’s) green apparel purchase intention (PI), and also test the moderating role of electronic word-of-mouth (eWOM). Methodology The quantitative study used structural equation modeling and Hayes’ PROCESS macro to analyze a survey sample of 512 Gen Z consumers. Findings The key findings indicate that attitude, SN, PBC, PN and CC significantly influence Gen Z consumers’ green apparel PI. Furthermore, eWOM moderated the relationship between CC and Gen Z consumers’ green apparel PI. Originality Although previous studies have examined the influence of attitude, SN and PBC on green product PI, the expanded framework with the proposed possible relationships is novel. This research sheds light on the effect of PN and CC on Gen Z consumers’ green apparel purchases. Furthermore, this study extends the green apparel literature by investigating the moderating impact of eWOM.