Towards understanding Gen Z consumers’ intentions to purchase sustainable fashion products: insights from PLS-SEM, NCA and cIPMA

Purpose The primary objective of this research is to develop and test a model that draws on the theory of planned behaviour (TPB) and the theory of consumption values (TCV) to explain the underlying mechanisms through which Gen Z consumers form purchase intentions for sustainable fashion products. Design/methodology/approach Survey data were collected from 301 Gen Z consumers in Malaysia to validate the proposed research model. To generate deeper insights into causal relationships, this study used both sufficiency and necessity causal logics by integrating partial least squares structural equation modelling with necessary condition analysis. Findings The findings indicate that most TPB variables, including attitudes, descriptive norms, moral norms and perceived behavioural control, positively influence purchase intentions. However, injunctive norms do not significantly affect purchase intentions. In addition, quality value, social value, emotional value and epistemic value, but not price value, are significant antecedents of attitudes. Notably, only attitudes and perceived behavioural control emerge as necessary conditions for the formation of purchase intentions. Moreover, quality value, price value, emotional value and epistemic value are necessary conditions for the development of attitudes. Originality/value This research develops a unified model grounded in two theoretical perspectives to explain consumers’ purchase intentions for sustainable fashion products. By adopting a multi-analytic approach, this study offers a more comprehensive understanding of both sufficient and necessary causal mechanisms. The findings also provide actionable insights for stakeholders seeking to formulate more effective strategies to advance SDG 12, Responsible Consumption and Production.