https://www-sciencedirect-com.ntu.idm.oclc.

org/science/article/pii/
S0959652620339275
● Due to increasing awareness of the clothing industry's resource
intensity and its subsequent negative environmental impact,
literature explored drivers and inhibitors of sustainable1 clothing
consumption.
● Albeit several concepts for sustainable clothing consumption have
been proposed, most consumers still exhibit an intention-behavior
gap regarding sustainable consumption
● Thus, behavioral intention is considered to be the most immediate
predictor of behavior with respect to the TRA and behavioral
intention, in turn, is determined by attitude and subjective norm.
Thereby, attitude is determined by behavioral beliefs (i.e., an
individual's belief about the likelihood of the behavior's
consequences) and subjective norm is determined by normative
beliefs (i.e., an individual's belief about what relevant others think
about the behavior).
● Greenwashing concerns indeed appear to influence consumer
decisions on the intention-formation level as they were found to
moderate the relation between attitude and purchase intention
https://www.researchgate.net/publication/
318339371_Generation_Y_Consumers
%27_Buying_Behaviour_in_Fashion_Apparel_Industry_A_Moderation_A
nalysis
● They claimed that self-identity is a prominent predictor of
intention and behaviour.
● Khallouli and Gharbi (2013) also stated that adolescents
understand the value of symbolising and establishing their
identities through socialisation, and their fashion consumption is
not for the product itself but for the symbolic aspect of the
particular apparel.
● When consumers hold a positive attitude towards goods or
services, they are inclined to form an opinion or conclusion in a
favourable manner resulting in stronger purchase intention (Wu et
al., 2010).
● brand, price, style, country of origin, social identity, and self-
identity are good predictors of purchase intention towards fashion
apparel among Gen-Y consumers.
● Country of origin is irrelevant
to Gen-Y consumers’attitude and purchase intention in the fashion
apparel industry.
● The result also suggests that style is an important component of
apparel, which leads to higher purchase intention.
● However, the present study showed that style does not have any
relationship with attitudes and has a direct effect on purchasing
intention.