Exploring the drivers of sustainable intention in clothing purchases among students

In the last decade, environmental health has become increasingly more important, necessitating changes in the clothing industry to reduce its environmental impact. This study explores the factors driving students' sustainable apparel buying intentions, focusing specifically on key motivators. An online survey was conducted with 148 participants to gather data. With PLS-SEM the measurement and structural models have been analyzed. The results indicate that green attitude, personal norms, and green self-efficacy significantly influence students' intentions to purchase sustainable apparel. These findings highlight the need for companies and institutions to prioritize these drivers to better influence this demographic and encourage sustainable purchasing behaviors.