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 Open Access

Consumers are becoming increasingly aware that unsustainable consumption contributes to the aggravation of serious ecological problems, including global warming and climate change (Abdo et al., 2023; Bazel-Shoham et al., 2024). These changes are leading to a growing demand for a greener lifestyle worldwide (Ahmed et al., 2023; Han et al., 2022). The increasing importance of sustainable development has led to a greener impact on both consumption and production (Hariadi et al., 2023; Ng et al., 2024). The growing popularity of green products in the market is persuading an increasing number of consumers to purchase these products (Abdo et al., 2023; ElHaffar et al., 2020). The apparel industry is evident among green options, with green apparel recognized as environmentally friendly (Tandon et al., 2023). Definitions of sustainable clothing vary, with terms such as organic clothing, eco-friendly, ethical clothing, eco-apparel and green apparel being used interchangeably (Connell, 2010; Jägel et al., 2012; Varshneya et al., 2017; Neupane et al., 2021). However, there is a consensus in the literature that green apparel has a significant impact on the environment throughout its life cycle – from purchase to disposal (Bianchi and Birtwistle, 2012; Munasinghe et al., 2021; Lundblad and Davies, 2016). The international sustainable fashion market was valued at US$8.1bn in 2024 and is projected to reach US$33.1bn by 2033, at a compound annual growth rate of 22.9% from 2024 to 2033 (Insight, 2024). The EU’s “Strategy for Sustainable and Circular Textiles” aims to transform the industry and consumers to create a sustainable textile ecosystem by 2030 (Commission, 2020). Global consumer interest in sustainable fashion is on the rise, with 66% of respondents indicating a willingness to pay more for sustainable fashion (Company, 2019). Research on consumer behavior toward green apparel covers China, Vietnam, Portugal, Finland, the Netherlands, the USA, Italy, the UK and cross-cultural studies (Bong Ko and Jin, 2017; Brandão and Costa, 2021; Nguyen et al., 2019; Dangelico et al., 2022; Arora and Manchanda, 2022; Jung et al., 2020; Thi Tuyet Mai, 2019; Zhao et al., 2019; Pandey and Yadav, 2023). Research on consumer perceptions of green apparel in Lithuania is limited (Palomo-Domínguez et al., 2023; Ramonienė, 2023).

Research on green apparel consumer behavior explores how attitudes, beliefs and social norms induce purchase intentions (Tandon et al., 2023; Dangelico et al., 2022). Theory of planned behavior (TPB) is often used to examine purchase intention for green apparel, incorporating factors such as collectivism, culture, price sensitivity, environmental awareness (Kumar and Mohan, 2021), ecological knowledge and green self-concept (Abrar et al., 2021), environmental concern and perceived consumer effectiveness (Kumar et al., 2022), sustainable clothing, disposable behavior (Hatef and Shaharuddin, 2019), knowledge about ethical fashion and trust in the fashion industry (Liu et al., 2021), environmental concern and knowledge (Sobuj et al., 2021) and environmental concern (Zhang et al., 2019). Though the influence of social media on the purchase intention of green apparel is not yet fully understood, it has played a significant role in sustainable purchasing decisions (Pop et al., 2020; Luo et al., 2020). While previous studies on sustainable and green fashion have primarily focused on attitudes, beliefs, values and personal and social norms, as well as their impact on purchase intention and behavior, to our knowledge, there are no studies on how social media influences purchase intention for green apparel. To address this gap in the literature, this study offers three significant theoretical contributions: By establishing social media as a factor that influences attitudes, subjective norms and perceived behavioral control (PBC), this study extends the TPB. This study focuses particularly on the purchase intention of green apparel, with a specific emphasis on Lithuania. Lithuania has recently transitioned toward a sustainable economy, and with its unique social, traditional and cultural characteristics, it offers a distinct market for green fashion. Unlike many Western European countries, where environmental concerns have long been a priority, Lithuania’s approach to sustainability is still growing (Liobikienė et al., 2016; Minelgaitė and Liobikienė, 2021). Furthermore, the influence of social media on sustainable behavior in Lithuania may vary depending on the level of digital engagement and digital literacy (Požerskaitė et al., 2025). However, the global trend suggests that social media plays an essential role in promoting sustainable consumer behavior (Xie and Madni, 2023).

Second, recent studies have examined and highlighted the importance of consumer identity for sustainable consumption (Qasim et al., 2019; Patel et al., 2020). Recent studies have highlighted the specific nature of consumer identity that can influence consumer behavior, including environmental self-identity (Sharma et al., 2022; Qasim et al., 2019), ethical self-identity (Bhutto et al., 2022) and global self-identity (Khare and Kautish, 2021). Recent research has examined the role of environmental identity in pro-environmental behavior, including the use of green energy, the consumption of organic food and the use of environmentally friendly energy (Qasim et al., 2019; Grębosz-Krawczyk et al., 2021; Fatoki, 2022; Zhao et al., 2022; Tung et al., 2017). However, previous studies have shown that environmental self-identity directly influences attitudes and purchase intention; the moderating role of environmental self-identity remains unexplored. This study fills a scientific gap by investigating how environmental self-identity moderates the relationships between attitudes, subjective norms, PBC and purchase intentions of green apparel.

Third, scholars have observed variations in sustainable consumption patterns and attitudes across different generations (Djafarova and Foots, 2022; Song et al., 2019; Kamenidou et al., 2020). However, limited studies have emphasized green apparel (Chaturvedi et al., 2020; Abrar et al., 2021). However, the literature suggests that not all generations are alike, and marketers should not treat them similarly (Slootweg and Rowson, 2018; Casalegno et al., 2022). With a population of 32%, Gen Z currently represents the largest generational group worldwide (Djafarova and Foots, 2022). Generation Z prioritizes racial justice and sustainability, actively participating in movements such as the Global Climate March. In addition, climate change is a significant concern, driving reform in the personal, public and global spheres. Many Gen Zers consider themselves environmentally conscious individuals and expect organizations to uphold sustainability commitments (Company, 2024). Gen Z is a highly educated cohort with a strong understanding of sustainability and environmentally friendly products, as evidenced by their purchasing behavior as consumers (Carrión Bósquez et al., 2023). Recent data indicate a significant increase in device usage among Generation Z, with 98% of this group owning smartphones and an average daily app usage of more than 4 h, excluding gaming activity (Forbes, 2021). Therefore, this study aims to fill a scientific gap by examining Generation Z’s intentions regarding green apparel, as this significant population group has been largely neglected in sustainable fashion research.

TPB suggests that individual behavior is controlled by behavioral intentions, which are dependent on three independent constructs (i.e. attitudes, subjective norms and PBC) (Beck and Ajzen, 1991). TPB has been widely used in sustainable studies (Yadav and Pathak, 2016), such as in the context of organic food (Ashraf et al., 2019), green fashion (Antunes et al., 2023; Sobuj et al., 2021) and solid waste (Adu-Gyamfi et al., 2023). Recent studies have used TPB to examine consumers’ green fashion (Kumar et al., 2022; Abrar et al., 2021; Zhang et al., 2019). A significant criticism of the TPB model is that additional variables need to be included to improve its explanatory power (Sreen et al., 2018; Davies et al., 2002). Therefore, researchers have proposed the inclusion of new, essential variables that would increase the explanatory power of the TPB (Ahmed et al., 2023; Masukujjaman et al., 2023; Nguyen et al., 2019). Therefore, this study extended the TPB by incorporating social media and environmental self-identity into the TPB to predict consumers’ purchase intention of green apparel in Lithuania. Figure 1 shows an illustrative framework of our hypothetical relationships.

Social media has become an essential communication tool in today’s digital world (Ohara et al., 2024). Social media has a significant influence on the fashion choices of young consumers, as they rely on influencers and digital platforms to inform their purchasing decisions (Mintel, 2024). Social media influences consumer perceptions, attitudes and decisions (Nekmahmud et al., 2022). As supported by existing literature, positive information about environmentally friendly products drives favorable beliefs and attitude changes (Pop et al., 2020). Studies confirm the key role of social media in influencing consumers’ intentions and attitudes toward green products (Luong and Nguyen, 2024; Nekmahmud et al., 2022). The young generation, in particular, is heavily immersed in social media platforms, which leads to addictive behavior (Ohara et al., 2024). However, the influence of social media on attitudes, particularly among Generation Z in Baltic countries such as Lithuania, remains poorly understood. Therefore, this study hypothesizes that social media has a positive influence on attitudes toward green apparel among Lithuanian Generation Z consumers:

Consumers’ subjective norms reflect their belief that others approve of their consumption decisions (Al Mamun et al., 2019). Social influence determines consumer behavior. Research shows that social media is related to subjective norms (Brock Baskin et al., 2023). Social media shapes subjective norms by confirming behavior and reinforcing conformity through likes, comments and shares (Liao, 2024). Some studies have confirmed the significant relationship between social media and subjective norms in sustainable consumption (Kumar and Pandey, 2023; Liao, 2024). Therefore, this study hypothesizes that social media has a positive influence on attitudes toward green apparel among Lithuanian Generation Z consumers:

PBC refers to the consumer’s belief in their ability to perform specific behaviors (Sembada and Koay, 2021). Our paper argues that social media has a positive impact on consumer behavioral control. Several marketing studies have established a positive correlation between electronic social media and consumers’ PBC (Azhar et al., 2022; Nekmahmud et al., 2022; Anser et al., 2020; Karimi et al., 2021). Social media presence increases consumers’ confidence in their ability to purchase green apparel, and this study hypothesizes that this positively impacts PBC among Lithuanian Generation Z:

The TPB model has been extensively used to examine consumers’ intentions to purchase green apparel and involve ethical fashion consumption (Bong Ko and Jin, 2017; Brandão and Costa, 2021; Sobuj et al., 2021). Consumer attitude (CA) refers to the feelings and beliefs individuals hold about purchasing green products due to environmental concerns. Previous studies have shown that consumers with a positive attitude are more likely to purchase green products. Therefore, attitude and green purchase intention have a significant relation (Maulana et al., 2024; Gidaković et al., 2024). Subjective norm is a social influence based on values and motivations that determine how much an individual values and follows the opinions of others (Kumar et al., 2022). Past studies have highlighted subjective norms as important factors influencing consumer sustainable purchasing decisions (Zhang et al., 2024; Carrión Bósquez et al., 2023). PBC refers to the ease or difficulty of performing a behavior (Beck and Ajzen, 1991). Prior research indicates that PBC is closely linked with green product purchase intention (Ashraf et al., 2019; Carrión Bósquez et al., 2023; Al Mamun et al., 2019; Niloy et al., 2023). Based on previous studies, it is concluded that AT, SN and PBC have a significant impact on consumer purchase intention. However, to the best of our knowledge, the influence of AT, SN and PBC, particularly among Generation Z in Baltic countries such as Lithuania, has not been investigated. Therefore, this study hypothesizes that AT, SN and PBC positively influence attitudes toward green apparel among Lithuanian Generation Z consumers:

Environmental self-identity is distinct as “an individual’s perception of themselves as a kind of person who acts in an environmentally friendly manner” (van der Werff et al., 2013a). The concept of environmental self-identity, colloquially referred to as green self-identity, is recognized as a concept with a shared meaning and interchangeable usage within the academic literature (Van Der Werff et al., 2013b). Environmental self-identity relates to many environmental behaviors, such as conserving energy (Whitmarsh and O'Neill, 2010; Thøgersen, 2018), recycling, refraining from flying to a holiday destination (Gatersleben et al., 2014), organic food (Qasim et al., 2019), pro-sustainable behavior (Ajibade and Boateng, 2021) and children’s conservation behavior (Keith et al., 2022). The stronger the self-identity toward the environment, the more likely people are to take a wide range of environmentally friendly actions (Whitmarsh and O'Neill, 2010). People with a strong environmental self-identity are more likely to recognize the connection between their behavior and environmental deterioration than those with a weak environmental self-identity (Balundė et al., 2019). Consumers’ environmental self-identity increases their ability to engage in sustainable consumption, such as purchasing green products (Lavuri et al., 2023). Some recent studies have used environmental self-identity as a moderating factor; for example, Li et al. (2021) found a positive moderating effect of environmental self-identity on the relationship between attitude toward energy-efficient home appliances and purchase intention. Raza and Farrukh (2023) found that environmental self-identity significantly moderate the relationship between values and intention to visit green hotels. The moderating effect of environmental self-identity has not been previously investigated when examining the influence of attitudes (AT), social norms (SN) and PBC on the purchase intention of green apparel among Generation Z. Therefore, the authors suggest that environmental self-identity may have a positive effect on the relationship between AT, SN, PBC and purchase intention of green apparel:

This study focuses primarily on Generation Z, born between 1995 and 2010 (Chaturvedi et al., 2020). Data were collected in January 2023. The study relied on a professional online survey group with approximately 20,000 active participants willing to participate in the survey. The organization provided the data and used a computer-assisted online interview (CAWI) to collect the data. A prescreening procedure was used to gain the respondents’ attention. To obtain a representative sample, the survey was randomly distributed to 400 participants. This resulted in 250 valid responses. As suggested by Rahi (2017), the recommended minimum sample size is 200–500 responses; thus, 250 valid questionnaires are sufficient for data analysis. Table 1 shows the demographic data of the respondents. Table 1 indicates respondents’ details.

We used measurement items from existing literature for this study. To measure the TPB constructs, we used a scale with three items for each construct. Attitude, subjective norms and PBC items were adopted from Kumar et al. (2022). The social media measurement items were adapted from a study by Pop et al. (2020), and the environmental self-identity items were derived from a study by Qasim et al. (2019). Finally, Rausch and Kopplin’s (2021) items were used to measure the purchase intention of green apparel. These measurement items were carefully selected based on their relevance and importance in the context of our research.  Appendix displays all the items used in the questionnaire.

The data analysis process consisted of two stages: SPSS 21.0 and SmartPLS 3.0. First, the reliability and validity of the measures were assessed using the SmartPLS measurement model. Then, the structural model was estimated to confirm the hypothesized relationships.

Table 2 provides evidence for convergent validity by examining factor loadings, average variance extracted and composite reliability (CR). The factor loadings, ranging from 0.752 to 0.981, meet the criteria proposed by Fidell (2007) for establishing convergent validity. In addition, all CR values (ranging from 0.720 to 0.901) and average variance extracted (AVE) values (ranging from 0.692 to 0.821) are within the recommended range, demonstrating convergent validity and reliability according to the Hair et al. (2013) specified criteria. In addition, our study did not detect significant common method bias, as indicated by Harman’s test, which accounted for 29.825% of the variance in a single factor. The model fit was satisfactory, with normed fit index at 0.91 and standardized root mean square residual scores of 0.069 (saturated) and 0.074 (estimated), satisfying the criteria of Hu and Bentler (1999).

Discriminant validity was assessed using the criteria recommended by Fornell and Larcker (Fornell and Larcker, 1981). The results from Table 3 endorse that all constructs meet the required standard, as the squared value of AVE for each indicator exceeds the overall correlation with other constructs. The Heterotrait-Monotrait ratio (HTMT) ratio was computed using the HTMT.90 criterion as outlined by Henseler et al. (2015). Table 3 confirms that all HTMT values are below 0.90, thereby satisfying the HTMT criterion.90 threshold criterion.

The adequacy of the model was assessed using R² and Q². R² showed a variance explanation of 38.7%, indicating high predictive accuracy. The blindfolding method confirmed the predictive relevance with a Q² of 29.1%, which exceeded the threshold of 0. The results suggest that the blindfolding method is a reliable approach for predicting the outcome. The results indicated that the blindfolding method is a reliable approach for predicting the outcome. The results indicated that the blindfolding method is a reliable approach for predicting the outcome. In the proposed model, this criterion is met with a Q² value of 29.1% (Henseler et al., 2015).

The results are presented in Table 4 and Figure 2. Social media have positive influence on attitude (β = 0.158; t = 2.583; p-value < 0.05), subjective norms (β = 0.255; t = 4.160; p-value < 0.05), PBC (β = 0.331; t = 5.809; p-value < 0.05). Therefore H1, H2 and H3 are accepted. Results indicated that attitude (β = 0.161; t = 4.634; p-value < 0.05), subjective norms (β = 0.332; t = 3.980; p-value < 0.05) and PBC (β = 0.018; t = 0.217; p-value > 0.05) have a positive influence on green apparel purchase intention. Therefore, H4 and H5 are accepted, while H6 is rejected.

We have measured the moderating effect via the product indicator approach recommended by Sarstedt et al. (2017). Table 4 shows the moderating positive impact of environmental self-identity between ATT and GPI (β = 0.168; t = 2.893; p-value < 0.05), SN and GPI (β = 0.143; t = 1.838; p-value >0.05) and PBC and GPI (β = −0.104; t = 1.194; p-value > 0.05). The result indicates that an increase in the level of ESI will strengthen the positive relationship between ATT and GPI. To gain a better understanding of the moderating relationship, we conducted a slope analysis. Figure 3 shows the relationship between attitude and purchase intention of green apparel at the high level of ESI.

Our findings confirm that social media has a positive effect on attitudes toward green apparel, consistent with previous research (Pop et al., 2020; Halim et al., 2022). Our findings suggest that Gen Z’s social media presence influences their perception of green apparel, with likes, shares and comments endorsing positive behavior, and also viewing social media as a trusted source of information on green fashion. Our study found that social media has a positive influence on social norms, with findings supporting past studies (Nekmahmud et al., 2022; Pop et al., 2020; Kumar and Pandey, 2023; Ruangkanjanases et al., 2020). The findings suggest that social media platforms are the primary sources through which Gen Z connects with fashion influencers and communities that promote and encourage green fashion. These influencers and communities shape norms by endorsing green apparel as socially desirable. Social media has a positive influence on PBC, a finding that aligns with past studies (Azhar et al., 2022; Anser et al., 2020; Karimi et al., 2021). The results reveal that the presence of social media and easy access to information and user-generated content can increase Generation Z’s confidence in their ability to find, purchase and use green apparel, ultimately affecting their behavioral control.

Attitude has a positive influence on the purchase intention of green apparel; the findings align with past studies on sustainable consumption (Kumar et al., 2022; Pandey and Yadav, 2023). This result likely reflects Generation Z’s strong environmental awareness and their growing preference for sustainable fashion, which influences their purchasing decisions, particularly in Lithuania, where environmental awareness is also increasing. In addition, environmental self-identity substantially moderates the relationship between attitude and purchase intention of green apparel among Gen Z. The results indicate a positive moderation effect, suggesting that individuals who identify as intensely green consumers are more influenced by their attitudes in their purchase decisions than those who consider themselves less environmentally conscious. Our study found that subjective norms have a positive effect on the purchase intention of green apparel among Gen Z. The findings contradict recent studies that mentioned subjective norms do not influence the purchase intention of green apparel (Rausch and Kopplin, 2021; Kumar et al., 2022; Varshneya et al., 2017). Our findings reveal that, although Lithuania is an individualistic country, Generation Z still seeks advice and guidance from family, friends, colleagues and online communities when making purchasing decisions to buy green apparel. Lee et al. (2023) found that Generation Z relies heavily on recommendations from friends, influencers and online communities when making purchasing decisions. Furthermore, the interaction term with social norm (SN) did not reach statistical significance. This result suggests that the moderating influence of environmental self-identity among Generation Z consumers does not moderate the development of a social norm that influences the purchase intention of green apparel. In addition, PBC had a nonsignificant influence on the purchase intention of green apparel among Generation Z; this finding contradicts the findings of past studies (Kumar and Mohan, 2021; Nguyen et al., 2019). The results suggest that Generation Z perceives green apparel as more expensive due to the higher costs associated with sustainable materials and production. Furthermore, unlike conventional apparel, green apparel is not as readily available in local and domestic stores. The higher prices and limited availability hinder its acceptance among Generation Z in Lithuania. This result suggests that Generation Z’s environmental self-identity in Lithuania may not significantly influence their perceived control over purchasing green apparel. This result indicates that Generation Z’s environmental self-identity in Lithuania may not considerably influence their perceived control over purchasing green apparel. Factors such as price, availability or convenience may influence their purchase intentions more than their environmental self-identity alone.

This study makes a significant contribution to the existing literature on intention behavior, expanding and enriching it by focusing on green apparel and using an unusual Generation Z in Lithuania as a (unique) data set. This specific study approach is not found in comparable previous studies. The study extends the TPB framework by integrating social media as an antecedent of attitudes, subjective norms and PBC. Furthermore, it integrates environmental self-identity as a moderator in the relationship between attitudes, subjective norms, PBC and the purchase intention of green apparel. Such a combination of constructs in a single model appears to be lacking in existing TPB studies that have examined sustainable behavior from the perspective of the Baltic economy. The theoretical implication of this study stems from the fact that it empirically supports TPB (Ajzen, 1991) regarding green apparel of Generation Z in Lithuania, thus expanding its scope and applicability.

To make the outcome of this study actionable, Green apparel companies can leverage strategies such as collaborating with TikTok influencers to create viral content, such as eco-friendly fashion challenges or sustainability tips, to drive engagement with Generation Z and make the study’s findings more effective. Influencers can highlight the ethical production and transparency of green apparel, aligning with the values of this target audience. User-generated content campaigns can also help spread the word and inspire Generation Z to share their sustainable fashion choices.

Policymakers should adopt the EU’s Sustainable Textile Strategy in Lithuania. They should provide incentives, such as tax reduction, to manufacturers adopting eco-friendly innovations. Furthermore, circular fashion initiatives should be established to help local companies adopt sustainable production methods. Combining these strategies with influential partners and policy incentives could create a strong market for green apparel in Lithuania, which would support the EU’s broader sustainability goals.

To appeal to a broader international audience, the theoretical part of this study could be expanded by exploring how the integration of social media and environmental self-identity can provide valuable insights for global markets to address similar sustainability challenges. Managers worldwide can use these insights to adapt effective marketing strategies and circular economy models to local conditions, thus fostering the promotion of green apparel in diverse cultural and economic environments. This approach not only strengthens the theoretical framework but also offers actionable solutions for brands and policymakers to promote sustainable consumer behavior worldwide.

First, it investigates the purchase intention of green apparel, but not their actual purchase behavior. Future research should compare intention and actual purchase behavior. Second, this research mainly focuses on the limitations of green apparel, which restricts its generalizability to other sustainable products, such as organic food or green vehicles. Third, this study primarily focused on Generation Z; further research would benefit from examining different generations, such as Y and X. Fourth, this study is based on a sample from Lithuania; expanding to other Baltic countries, such as Latvia and Estonia, could enhance regional insights. Fifth, the sample size of 250 respondents may not be representative of Generation Z as a whole, thereby limiting the generalizability of the findings. Future studies could increase the sample size to improve representativeness.

1. Attitude

   • I like the idea of green apparel purchases.

   • I feel it is good to purchase green apparel.

   • My attitude is in favor of buying green apparel.

2. Subjective norms

   • People who are important to me believe that I should buy green apparel while shopping.

   • People opinion I value would prefer that I buy green apparel while shopping.

   • Perceived behavorial control.

   • I think I can buy green apparel.

   • If it is totally up to me, then I will purchase green apparels.

3. Social media

   • My engagement on social media influences my green apparel purchase.

   • I use social media to search for information about green apparels.

   • Contents about green apparel on SM are trustworthy.

   • Contents about green apparel on SM are believable.

4. Environmental self-identity

   • Acting environmentally friendly is an important part of who I am.

   • I am the type of person who acts environmental friendly.

   • I see myself as an environmental-friendly person.

   • I make significant changes in my lifestyle for environmental reasons.

5. Purchase intention

   • I am considering purchasing green apparel.

   • I intend to buy green apparel instead of conventional clothes in the future.

   • I might buy green apparel in the future.

   • I would consider buying green apparel if I happen to see them in a store.

Source(s): Authors’ own creation