Abstract

The purpose of this study was to investigate Gen Z consumers’ pro-environmental fashion behaviors (PEFBs) and intention to perform PEFBs based on their knowledge of the fashion industry’s environmental impacts, as well as their psychological consequences (guilt, anxiety, and grief) surrounding climate change. An online survey was employed to collect data from college students at a Midwestern university, with 106 valid responses being utilized for data analysis. The findings showed that Gen Z consumers who experienced eco-anxiety, particularly in the context of general environmental concern and the consequences of climate change, were more likely to partake in PEFBs and express intentions to do so. Additionally, Gen Z consumers’ perceived knowledge about the environmental consequences of fashion positively impacted their consideration of pro-environmental factors in their fashion choices, ultimately increasing their intention to engage in PEFBs. The results of this study have academic implications that expand upon the existing research on psychological consequences, environmental knowledge, and their interplay in shaping PEFBs and intentions among Gen Z consumers. These insights contribute to the ongoing discourse on promoting pro-environmental fashion consumption and offer guidance for future research endeavors and practical interventions in the fashion industry.