Purpose

The purpose of this study is to investigate the influence of environmental concern, perceived value, personal norms and willingness to pay on generation Z’s purchase intention for recycled clothing.

Design/methodology/approach

The data were collected from five Indian universities. A total of 497 usable responses were analyzed. Confirmatory factor analysis was used for examining the validity and reliability of the scales. Further, the structural equation modeling was used to assess the relationship among the constructs.

Findings

Findings suggested that willingness to pay, environmental concern, perceived value and personal norms influence generation Z’s purchase intention for recycled clothing. Willingness to pay, environmental concern and perceived value were major predictors of purchase intention for recycled clothing.

Practical implications

This study holds much importance to the marketers of recycled clothing as it provides useful insights for formulating the appropriate promotional strategies. The study also contributes to the consumer behavior literature by addressing the existing research gap.

Originality/value

Most of the studies existing in this area have focused on the manufacturing side only except few which explored the consumption side of recycled clothing. Hence, the current study is an attempt to fill this research gap.

中文翻译：

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调查Z代回收服装的行为意图的决定因素：来自发展中经济的证据

目的

这项研究的目的是调查环境问题，感知价值，个人规范和支付意愿对Z代回收服装的购买意愿的影响。

设计/方法/方法

数据是从五所印度大学收集的。总共分析了497个可用响应。验证性因素分析用于检验量表的有效性和可靠性。此外，结构方程模型用于评估构造之间的关系。

发现

研究结果表明，支付意愿，对环境的关注，感知价值和个人规范会影响Z世代对再生服装的购买意愿。支付意愿，对环境的关注和感知价值是回收服装购买意愿的主要预测因素。

实际影响

这项研究对回收服装的商人非常重要，因为它为制定适当的促销策略提供了有用的见识。这项研究还通过解决现有的研究空白为消费者行为文献做出了贡献。

创意/价值

该领域中的大多数研究仅集中在制造方面，只有少数研究了再生服装的消费方面。因此，当前的研究是试图填补这一研究空白。