Purpose

This study examines the relationship between green psychological benefits and green apparel purchase behavior using stimulus–organism–response (S-O-R) theory and a serial multiple mediation model.

Design/methodology/approach

Data were collected from 250 Lithuanians using a standardized questionnaire. Convergent and discriminant validity analyses were performed to ensure validity and reliability, and variable relationships were assessed using structural equation modeling.

Findings

The findings revealed utilitarian environmental benefits and warm glow benefits positively impacted Generation Z's (Gen Z's) attitudes toward green apparel. In contrast, the self-expressive benefits had no effect. In addition, attitude and purchase intention significantly predict green apparel purchase behavior. Attitudes and purchase intentions are crucial as serial mediators between green psychological benefits and green apparel purchase behavior.

Originality/value

These findings provide valuable insights for policymakers in Lithuania and highlight the importance of emphasizing the psychological benefits to encourage the purchase of green apparel. Moreover, policymakers and marketers should design apparel products that appeal to Gen Z, promoting green apparel adoption. By leveraging the stimulus–organism–response (S-O-R) theory, this research contributes to understanding pro-environmental behavior. It bridges the gap between attitudes, intentions and actual behavior in sustainable fashion research.

中文翻译：

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探索绿色服装的心理益处及其对 Z 世代态度、意图和行为的影响：应用刺激-有机体-反应模型的系列多重中介研究

目的

本研究利用刺激-有机体-反应（SOR）理论和串行多重中介模型探讨了绿色心理效益与绿色服装购买行为之间的关系。

设计/方法论/途径

使用标准化问卷从 250 名立陶宛人收集数据。进行收敛和判别有效性分析以确保有效性和可靠性，并使用结构方程模型评估变量关系。

发现

研究结果显示，实用的环境效益和暖光效益对 Z 世代 (Gen Z's) 对绿色服装的态度产生了积极影响。相比之下，自我表达的好处则没有效果。此外，态度和购买意愿显着预测绿色服装购买行为。态度和购买意图作为绿色心理效益和绿色服装购买行为之间的序列中介因素至关重要。

原创性/价值

这些研究结果为立陶宛的政策制定者提供了宝贵的见解，并强调强调心理益处以鼓励购买绿色服装的重要性。此外，政策制定者和营销人员应设计吸引 Z 世代的服装产品，促进绿色服装的采用。通过利用刺激-有机体-反应（SOR）理论，这项研究有助于理解环保行为。它弥合了可持续时尚研究中态度、意图和实际行为之间的差距。