Purpose

Aim of this study is to examine how environmental concern and perceived consumer effectiveness (PCE) mediate the effect of consumer optimism and pessimism on Generation Z's intention to purchase sustainable clothes.

Design/methodology/approach

A survey was administered to 247 Gen Z students using a quantitative methodology. Structural equation modeling was used for hypothesis testing.

Findings

The examination of findings provides support for the idea that both optimism and pessimism have a direct impact on environmental concerns and perceived consumer effectiveness. Additionally, it reveals that environmental concerns and perceived consumer effectiveness play a positive role in influencing sustainable clothing purchases.

Originality/value

This study is one of the first marketing studies to explore the relationship between personality traits, environmental concerns and the intention to purchase sustainable clothing, providing insight into their relationship.

Research limitations/implications

Some methodological limitations impact the contributions of this cross-sectional investigation. It only tested a few variables predicting the intention to purchase sustainable clothing.

Practical implications

This research provides decision-makers, including marketers, with insights on leveraging dispositional traits to increase consumers' purchase intention of sustainable clothing.

Results

Environmental concerns and PCE have a positive effect on sustainable clothing purchases, which are influenced by both optimism and pessimism.

中文翻译：

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性格特征对Z世代购买可持续服装意愿的影响

目的

本研究的目的是探讨环境关注和消费者感知有效性 (PCE) 如何调节消费者乐观和悲观情绪对 Z 世代购买可持续服装的意愿的影响。

设计/方法论/途径

使用定量方法对 247 名 Z 世代学生进行了一项调查。结构方程模型用于假设检验。

发现

对调查结果的检验支持了这样的观点：乐观情绪和悲观情绪都会对环境问题和感知的消费者有效性产生直接影响。此外，它还表明，环境问题和消费者感知的有效性在影响可持续服装购买方面发挥着积极作用。

原创性/价值

这项研究是首批探索个性特征、环境问题和购买可持续服装意愿之间关系的营销研究之一，深入了解它们之间的关系。

研究局限性/影响

一些方法学的局限性影响了这项横断面调查的贡献。它只测试了一些预测购买可持续服装意图的变量。

实际影响

这项研究为包括营销人员在内的决策者提供了如何利用性格特征来提高消费者对可持续服装的购买意愿的见解。

结果

环境问题和个人消费支出对可持续服装购买有积极影响，这受到乐观和悲观情绪的影响。