Sustainability and Social Responsibility

Eco-anxiety and Gen Z: Transforming Negative Feelings into Sustainable Shopping

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Abstract

Drawing on the Extended Parallel Process Model (EPPM), this study investigates how Gen Z consumers' eco-anxiety, influenced by sustainability-focused social media videos, impacts their intention to purchase sustainable fashion products. A quantitative survey of 342 participants was conducted. Using PLS-SEM, the results revealed that eco-anxiety significantly increased perceived severity and susceptibility, which in turn enhanced self-efficacy and response efficacy. Both efficacy factors positively influenced sustainable purchase intentions. These findings highlight the psychological impact of eco-anxiety on sustainable behaviors and offer actionable insights for fashion brands and marketers. By leveraging eco-anxiety messaging and fostering Gen Z’s belief in their ability to mitigate environmental threats, brands can promote consumers’ sustainable consumption.

Keywords: Gen Z, eco-anxiety, fast fashion, social media, sustainable fashion

How to Cite:

Moreno, N., Jiang, Z. & Lyu, J., (2025) “Eco-anxiety and Gen Z: Transforming Negative Feelings into Sustainable Shopping”, International Textile and Apparel Association Annual Conference Proceedings 81(1). doi: https://doi.org/10.31274/itaa.18842