Sustainability and Social Responsibility

What Drive U.S. Young Consumers to Purchase Sustainable Apparel? An Empirical Study

  • Hannah Huynh (Washington State University)
  • Hang Liu (Washington State University)
  • Ting Chi (Washington State University)


Among the growing interest in sustainability and sustainable apparel, our understanding on the factors driving this movement has been evolving rapidly in recent years. New insights are desired by both academics and industry practitioners. To enhance our knowledge on this critical subject, this study aimed to identify the factors significantly influencing the U.S. young consumers’ (i.e., Gen Z, Millennials) purchase intention toward sustainable apparel. Specifically, the objectives of this research were fourfold. First, a research model building on the Theory of PlannedBehavior (TPB) was proposed. Second, the psychometric properties of the proposed model were examined using the gathered survey data. Third, the effects of significant factors on the U.S. young consumers’ purchase intention toward sustainable apparel were identified. Finally, some implications were provided for academia and industrial practitioners.

Keywords: young consumers, sustainable apparel, attitude, purchase intention

How to Cite:

Huynh, H., Liu, H. & Chi, T., (2022) “What Drive U.S. Young Consumers to Purchase Sustainable Apparel? An Empirical Study”, International Textile and Apparel Association Annual Conference Proceedings 79(1). doi:

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Published on
31 Dec 2022
Peer Reviewed