Exploring Purchase Intention Toward Sustainable Fashion: The Role of Attitude, Norms, and Control

This study aims to examine how attitude, subjective norm, and perceived behavioral control influence consumers' purchase intentions toward sustainable fashion products. The research is motivated by the growing environmental challenges caused by the fast fashion industry, particularly related to textile waste and ecological degradation. Grounded in the Theory of Planned Behavior (TPB), this study focuses on understanding how cognitive and social factors influence Generation Z consumers in Java Island in forming sustainable purchase intentions. A quantitative method with a correlational design was applied, using data collected through an online questionnaire from respondents aged 18–27 years. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results reveal that attitude, subjective norm, and perceived behavioral control have a positive and significant effect on purchase behavioral intention. These findings confirm the relevance of TPB in explaining sustainable fashion consumption and emphasize the role of individual attitudes, perceived social pressure, and perceived ease or difficulty in adopting pro-environmental behaviors. The study provides theoretical contributions by reinforcing the core constructs of TPB in the context of sustainable fashion and offers practical insights for industry stakeholders and policymakers seeking to promote environmentally responsible consumption among young consumers.