Psychological Drivers of Sustainable Cultural Fashion Exploring Generation Z's Behavioral Intentions toward Circular Economy Adoption

Abstract

This study investigates the psychological factors influencing Generation Z's engagement in a circular fashion.  A sustainable approach aimed at reducing waste by promoting the reuse, recycling, and repurposing of fashion products. Drawing on the Theory of Planned Behavior (TPB) and the Customer Decision-Making Model, this research examines the roles of attitudes, subjective norms, and perceived behavioral control in shaping Gen Z’s intentions toward circular fashion consumption, as well as the impact of these intentions on actual purchase decisions and post-purchase evaluations. Data was collected from Gen Z consumers through an online survey, and the hypotheses were tested using Structural Equation Modeling (SEM). The results indicate that Gen Z’s attitude, subjective norms, and perceived behavioral control significantly influence Gen Z’s intentions to engage in a circular fashion. Furthermore, the findings demonstrate a significant relationship between customer intention and both purchase decisions and post-purchase satisfaction, emphasizing the importance of positive post-purchase experiences for fostering customer decision-making. This research integrates TPB with the Customer Decision-Making Model, offering a comprehensive understanding of the psychological and behavioral factors driving circular fashion adoption among Generation Z. Practical implications include strategies for fashion brands to enhance accessibility, leverage social influence and reinforce the environmental and ethical benefits of circular fashion to resonate with this sustainability-conscious generation.