Generational Differences and Determinants of Purchase Behavior towards Sustainable Clothing in a Developing Economy

• Main Authors: Valentin, Alvin Patrick M, Biacora, Rachelle Anne P, Naval, Victoria Isabelle S, Qui, Angela Gayle C, Regala, Katherine R, Sy, Shayla Iyesa B
• Format: text
• Published: Archīum Ateneo 2023
• Subjects: sustainable clothing; generations; environmental knowledge; purchase behavior; Business; Business Law, Public Responsibility, and Ethics; Environmental Sciences; Fashion Business; Sustainability
• Online Access: https://archium.ateneo.edu/qmit-faculty-pubs/12; https://ajol.ateneo.edu/jmgs/articles/574/7377
• Institution: Ateneo De Manila University

The fashion industry contributes significant plastic pollution and greenhouse gas emissions globally. One approach to minimize the industry’s environmental impact is through a shift to sustainable clothing. This study determined the predictors of purchase behavior towards sustainable clothing in a developing economy; which is the Philippines. Furthermore; this paper compared Filipinos from Generations X and Z. Results of a multiple regression analysis from a sample of 212 participants in an online survey showed that generation and environmental knowledge predicted the purchase of sustainable clothing. Moreover; Gen Z scored higher in environmental knowledge and purchase of sustainable clothing. The findings provide insights on increasing the usage of sustainable clothing; which can significantly reduce the environmental impact of the fashion industry.