| Title |
Greening Generation Z: unraveling pro-environmental purchase intentions for green apparel in Lithuania through an extended theory of planned behavior, social media influence and environmental self-identity |
| Authors |
Bhutto, Muhammad Yaseen ; Rūtelionė, Aušra |
| DOI |
10.1108/SRJ-11-2024-0770 |
| Full Text |
|
| Is Part of |
Social responsibility journal.. Leeds : Emerald. 2025, Early access, p. 1-17.. ISSN 1747-1117. eISSN 1758-857X |
| Keywords [eng] |
Social media ; Generation Z ; Baltic economy ; Green apparel ; Environmental self-identity |
| Abstract [eng] |
The rise of social media among Generation Z has led to changes in consumption patterns, especially in green apparel. This study aims to extend the theory of planned behavior model to include social media’s influence on attitudes, subjective norms and perceived behavioral control (PBC) regarding green apparel purchases. It also investigates the moderating role of environmental self-identity in these relationships. |
| Published |
Leeds : Emerald |
| Type |
Journal article |
| Language |
English |
| Publication date |
2025 |
| CC license |
|
