Green perceived value and intention to purchase sustainable apparel among Gen Z: The moderated mediation of attitudes

Gen Z consumers are the most lucrative segment concerning fashion products, including apparel and have showcased a willingness to shift towards more sustainable processes. This research explores the mediating role of positive attitude towards sustainable apparel with green perceived value and intention to purchase sustainable apparel amongst Gen Z. The paper also explores a moderated mediation model with materialistic values and consumer knowledge about sustainable apparel as moderators. A survey method was employed to collect data, and 308 undergraduate students from universities of Delhi – National Capital Region (NCR) were selected as respondents. The study results indicated a partial mediating role of positive attitude towards sustainable apparel and confirms the moderating role of materialistic values and consumer knowledge about sustainable apparel. Further, materialistic values and consumer knowledge were suggested as significant moderators in the model. The study also confirms a significant relationship among – green perceived value, positive attitude towards sustainable apparel, and intention to purchase sustainable apparel.