ABSTRACT
In es iga ing he impac o en i onmen al
ac o s on he in en ion o adop online ashion
en al se ices: The mode a ing ole o
pe sonal inno a i eness
Aa on Koopman *
Ma ke ing Di ision,
School o Business Sciences,
Uni e si y o Wi wa e s and,
Johannesbu g, Sou h A ica
[email p o ec ed]
* Co esponding au ho
Gle ick Mboweni
Ma ke ing Di ision,
School o Business Sciences,
Uni e si y o Wi wa e s and,
Johannesbu g, Sou h A ica
Louicienne Tougma
Managemen Di ision,
School o Business Sciences,
Uni e si y o Wi wa e s and,
Johannesbu g, Sou h A ica
The Re ail and Ma ke ing Re iew
Volume 21, Issue 2, No embe 2025, Pages 242-254
Doi: h ps://doi.o g/10.5281/zenodo.17580309
The ashion indus y is unde inc easing p essu e o adop sus ainable p ac ices, owing o he c i icism o i s
de imen al en i onmen al impac , cha ac e ised by esou ce and ex ile was e, and a signi ican ca bon oo p in . In
esponse, online ashion en al se ices ha e eme ged as a mo e sus ainable al e na i e, esona ing wi h young,
en i onmen ally conscious consume s. D awing upon he Theo y o Planned Beha iou (TPB) and he Di usion o
Inno a ion (DOI) heo y, his s udy in es iga ed he impac o en i onmen al ac o s on he in en ion o adop online
ashion en al se ices. A quan i a i e esea ch design and a con enience sampling me hod we e employed, whe ein
371 alid esponses we e collec ed h ough an online ques ionnai e. The da a was he ea e analysed using he Pa ial
Leas Squa es S uc u al Equa ion Modelling (PLS-SEM) echnique. The indings e ealed ha pas en i onmen al
beha iou , en i onmen al awa eness, and consume knowledge ha e a posi i e in luence on he a i udes owa ds online
ashion en al se ices. Addi ionally, a i ude exe ed a posi i e in luence on beha iou al in en ions. Pe sonal
inno a i eness was also ound o be a mode a o in he ela ionship be ween a i ude and beha iou al in en ions. The
esul s con ibu e aluable insigh s o ma ke e s and policymake s asked wi h p omo ing sus ainable ashion. The
esea ch p o ides a deepe unde s anding o how Gene a ion Z consume s can be nudged owa ds an in en ion o adop
online ashion en al se ices.
Keywo ds: A i ude, en i onmen al awa eness, consume knowledge, ashion en al se ices, pas en i onmen al
beha iou , pe sonal inno a i eness
243 The Re ail and Ma ke ing Re iew: Vol21 Issue 2 (2025) ISSN:2708-3209
1. INTRODUCTION
The ashion indus y is widely ega ded as one o he mos pollu ing sec o s in he wo ld, consuming as amoun s
o aw ma e ials, gene a ing signi ican was e, and lea ing behind a la ge ca bon oo p in (Ruiz-Na a o e al., 2024).
This na a i e has placed p essu e on i ms and b ands o shi owa ds mo e sus ainable and en i onmen ally
conscious consump ion p ac ices (E emo e al., 2022) as consume s a e inc easingly demanding anspa ency,
e hical esponsibili y, and eco- iendly al e na i es (Lee & Huang, 2020). Aided by echnological imp o emen s and he
ise o e-comme ce, online ashion en al pla o ms ha e eme ged, se ing as a iable al e na i e o adi ional e ail
models (Ruiz-Na a o e al., 2024). By p omo ing ci cula consump ion and ex ending p oduc li ecycles, hese
pla o ms o e oppo uni ies o educe was e and mi iga e he indus y’s en i onmen al oo p in (Dja a o a & Bowes,
2021).
Despi e he posi i es o hese pla o ms being communica ed, Liu e al. (2023) epo ha olde gene a ions a e less
likely o adop such sus ainable ashion p ac ices. Howe e , P ipo as e al. (2017) ha e no ed changes in he
consump ion habi s o ano he demog aphic coho , Gene a ion Z. Gene a ion Z, a consume g oup bo n be ween he
mid-1990s and ea ly 2000s, a e epo ed o ha e high le els o en i onmen al awa eness, deno ing ha hey ha e a
s ong unde s anding, conce n, and sensi i i y owa ds en i onmen al issues and he impac ha human beha iou has
on he physical en i onmen (Ribei o e al., 2025). Thei cha ac e is ics e lec a demog aphic g oup conce ned abou
as ashion’s en i onmen al impac and appa el was e ulness (Palomo-Domínguez e al., 2023), and beha iou s ha
a e d i en by ecological mo i a ions (Pham e al., 2021). Consequen ly, online ashion en al se ices eme ge as a
po en ial solu ion, one ha is aligned wi h Gene a ion Z’s inclina ion owa ds sus ainabili y.
Agains his backd op, he s udy seeks o in es iga e he impac o en i onmen al ac o s on Gene a ion Z’s in en ion
o adop online ashion en al se ices. Mo eo e , pe sonal inno a i eness was also examined as a mode a o in he
ela ionship be ween a i ude and beha iou al in en ions.
2. PURPOSE OF THE STUDY
The pu pose o he s udy is o in es iga e he impac o en i onmen al ac o s on he consume s’ in en ion o adop
online ashion en al se ices. Speci ically, he s udy aims o examine he ex en o which pas en i onmen al beha iou ,
consume knowledge, and en i onmen al awa eness in luence an indi idual’s a i ude owa ds online ashion en al
se ices, and by ex ension, he in luence o a i ude on beha iou al in en ion. In addi ion, a u he assessmen is o be
conduc ed o de e mine whe he pe sonal inno a i eness ac s as a mode a o in he ela ionship be ween a i ude and
beha iou al in en ions.
Gi en he Uni ed Na ions (UN) Sus ainable De elopmen Goals (SDGs) 12 ( esponsible consump ion and
p oduc ion) and 13 (clima e ac ion), as well as se e al s udies o e he span o a decade (Long & Nasi y, 2022;
Mukhe jee, 2015; Neumann e al., 2021; Niinimäki e al., 2020) which ha e c i ically examined he ecological impac o
as ashion, he s udy esponds o he call o in es iga e sus ainable al e na i es by examining Gene a ion Z’s adop ion
o online ashion en al se ices and he ac o s in luencing hei en i onmen ally esponsible consump ion in en ions.
Mo eo e , he s udy a emp s o in es iga e how pe cep ions o sus ainabili y, e hical sou cing, and social esponsibili y
impac decision-making ega ding online ashion en al se ices.
The s udy seeks o p o ide insigh s ha can in o m ma ke ing s a egies, business decisions, and policy
in e en ions aimed a p omo ing sus ainable ashion consump ion p ac ices among Gene a ion Z consume s. By
In es iga ing he impac o en i onmen al ac o s on he in en ion o adop online ashion en al se ices … 244
encou aging consume s o en appa el, hey can minimise he need o new ga men s, esul ing in less ex ile was e
and mi iga ing he indus y’s ca bon oo p in .
2.1 KEY OBJECTIVES
1. To examine he impac o en i onmen al ac o s (pas en i onmen al beha iou , consume knowledge, and
en i onmen al awa eness) on he consume s’ a i udes owa ds online ashion en al se ices.
2. To in es iga e he in luence o a i ude on beha iou al in en ion o use online ashion en al se ices.
3. To de e mine he ole o pe sonal inno a i eness as a mode a o in he ela ionship be ween a i ude and
beha iou al in en ions.
3. THEORETICAL FRAMEWORK
This s udy is g ounded on wo key heo ies: he heo y o planned beha iou and he di usion o inno a ion heo y.
3.1 THEORY OF PLANNED BEHAVIOUR
Icek Ajzen de eloped TPB in he la e 1980s as an ex ension o he Theo y o Reasoned Ac ion (TRA). The heo y
o planned beha iou is a widely used amewo k in explaining and p edic ing human beha iou (Ajzen, 1991). I has
p e iously been used by Pham e al. (2021) wi hin he domain o online ashion, Ashaduzzaman e al. (2022) in he
se ing o collabo a i e consump ion, and by Chi e al. (2023) o examine how inhe en ac o s con ibu e owa ds p o-
en i onmen al beha iou . The heo y is use ul in ha i aligns wi h he s udy’s co e cons uc s and is conside ed lexible
and applicable in s udying beha iou s ac oss di e en con ex s (Rozenkowska, 2023).
3.2 DIFFUSION OF INNOVATION THEORY
The di usion o inno a ions heo y es ablished by E e e Roge s in 1962, in es iga es how new ideas, p oduc s,
and echnology sp ead wi hin cul u es and socie ies. The heo y p o ides a ounda ion o unde s anding how
inno a ions a e adop ed and accep ed by indi iduals and o ganisa ions o e ime (Mille , 2015). Wi hin he con ex o
his s udy, DOI is conside ed ele an as i is able o iden i y bo h he in insic and ex insic mo i es ha in luence
adop ion decisions, highligh ing an indi idual’s endency o accep no el inno a ions and ideas (Ga cía-A ilés, 2020).
In addi ion, gi en he signi icance o pe sonal inno a i eness as a cons uc wi hin his s udy, including he DOI heo y
p o ides a heo e ical g ounding explaining why indi iduals wi h high le els o inno a i eness a e mo e likely o adop
no el p ac ices, such as ashion en al se ices.
4. THEORETICAL MODEL DEVELOPMENT
4.1 PAST ENVIRONMENTAL BEHAVIOUR AND ATTITUDE
Pas en i onmen al beha iou e e s o an indi idual’s p e ious sus ainable pu chasing ac ions, and communica es
he highe likelihood o an indi idual o con inually engage in P o-En i onmen al Beha iou s (PEB) based on pas
pu chasing ac ions (Chi e al., 2023). Fo example, he indi iduals who ecycle, use public anspo , and sa e ene gy
a e mo e inclined o con inue such beha iou s. PEB is conside ed an impo an ac o ha in luences a consume ’s
ecep i eness owa ds sus ainable al e na i es (Chi e al., 2023).
245 The Re ail and Ma ke ing Re iew: Vol21 Issue 2 (2025) ISSN:2708-3209
While he ela ionship be ween beha iou and a i ude has adi ionally been concep ualised as unidi ec ional, whe e
a i udes in luence beha iou (Lee & Huang, 2020; Myin e al., 2023), E z and Sa igöllü (2019) p esen an al e na i e
pe spec i e, posi ing ha pas PEB can signi ican ly in luence subsequen a i udes owa ds PEB. Howe e , he scan
li e a u e on he in luence o p o-en i onmen al beha iou on a i ude highligh s a ela i ely unde explo ed ela ionship
and mo i a es u he in es iga ion. The e o e, he ollowing hypo hesis is p oposed:
H1: P o-en i onmen al beha iou has a posi i e in luence on consume s’ a i udes owa ds online
ashion en al se ices.
4.2 ENVIRONMENTAL AWARENESS AND ATTITUDE
En i onmen al awa eness, a c i ical componen o he TPB, is de ined as he unde s anding and conce n o
ecological issues and hei implica ions, and is known o in luence a i udes owa ds sus ainable consump ion p ac ices
(Lee & Huang, 2020). The e m is o en associa ed wi h ci cula economy and collabo a i e consump ion s udies, whe e
he consensus is ha consume s wi h a p o-en i onmen al mindse , ha is, high deg ees o en i onmen al awa eness,
ha e mo e posi i e a i udes owa ds en i onmen ally iendly beha iou s such as sus ainable ashion consump ion
(Lee & Huang, 2020).
An empi ical s udy conduc ed by Ogiemwonyi and Ha un (2021) obse ed ha indi iduals wi h high en i onmen al
awa eness a e mo e likely o pe cei e hei ac ions as impac ul in mi iga ing en i onmen al issues, he eby os e ing
a posi i e a i ude owa ds eco- iendly beha iou s such as using online appa el en al se ices. The ela ionship
be ween en i onmen al awa eness and consume a i udes was u he subs an ia ed by Ahmed e al. (2021) wi hin a
di e en indus y who ound ha highe en i onmen al awa eness co ela es wi h posi i e a i udes owa ds pu chasing
o ganic ood. Gi en hese insigh s, he ollowing hypo hesis is p oposed:
H2: En i onmen al awa eness has a posi i e in luence on he consume s’ a i udes owa ds online
ashion en al se ices.
4.3 CONSUMER KNOWLEDGE AND ATTITUDE
Consume knowledge e e s o he le el o awa eness ha consume s ha e ega ding en i onmen al damage and
is ound o exe a posi i e in luence on a i ude (Lecle cq-Machado e al., 2022). This ela ionship is ei e a ed by Chi
e al. (2023) who s a e ha highe le els o consume knowledge on sus ainable p oduc s lead o a s onge pu chase
in en ion; howe e , a posi i e a i ude is i s equi ed. Con e sely, a lack o knowledge on sus ainable ashion makes
i di icul o consume s o ha e posi i e and conscious a i udes (Lecle cq-Machado e al., 2022). Gi en ha
Gene a ion Z consume s ( he s udy’s a ge popula ion) a e o en mo e en i onmen ally conscious (Ribei o e al., 2025),
hey migh de elop a posi i e a i ude owa ds online appa el en al se ices as hey gain mo e knowledge abou he
en i onmen al bene i s o educing ashion was e. The e o e, he ollowing hypo hesis is p oposed:
H3: The e is a posi i e and signi ican ela ionship be ween consume knowledge and hei a i udes
owa ds online ashion en al se ices.
4.4 ATTITUDE AND BEHAVIOURAL INTENTIONS
A i ude e e s o a pe son’s o e all posi i e o nega i e e alua ion o pe o ming a speci ic ac ion. The cons uc is
s ongly associa ed wi h he TPB, whe ein i is ecognised as a key p edic o o beha iou al in en ions (Ajzen, 1991).
P e ious s udies by Lee and Chow (2020) as well as Chi e al. (2023) emphasise he signi icance o a i ude as a
In es iga ing he impac o en i onmen al ac o s on he in en ion o adop online ashion en al se ices … 246
p edic o o beha iou al in en ions wi hin he sus ainable ashion sphe e. Mo eo e , his ela ionship is u he alida ed
by G illó-Méndez e al. (2025) who ad oca e o ashion en al as a mo e sus ainable, echnology-d i en al e na i e o
as ashion. Howe e , i is unclea whe he he consensus eached by he abo e-men ioned au ho s also applies o
egions whe e online ashion en al se ices a e s ill in he in ancy s ages. The e o e, he ollowing hypo hesis is
p oposed:
H4: The e is a posi i e and signi ican ela ionship be ween a i ude and beha iou al in en ions.
4.5 THE MODERATING ROLE OF PERSONAL INNOVATIVENESS
Pe sonal inno a i eness e e s o he deg ee o which an indi idual is willing o y new p oduc s, echnologies, o
se ices ahead o o he s (Aga wal & P asad, 1998). In echnology‐d i en con ex s, high pe sonal inno a i eness
e lec s an openness o new digi al expe iences and a eadiness o expe imen wi h eme ging se ices (Jeong & Choi,
2022). Among ech-sa y Gene a ion Z consume s who a e ypically cha ac e ised by com o wi h and en husiasm o
new echnologies (Ribei o e al., 2025), pe sonal inno a i eness has been linked o s onge adop ion in en ions. Fo
example, Jeong and Choi (2022) no e ha indi iduals high in inno a i eness o en become ea ly adop e s and e lec
a g ea e willingness o emb ace change. This na a i e can also be ex ended in o o he domains, such as online
ashion en al se ices.
The ela ionship be ween a i ude and beha iou al in en ions is well es ablished in he heo y o planned beha iou
(Ajzen, 1991), whe e a posi i e ela ionship exis s be ween a i ude and beha iou al in en ions. Howe e , in some
cases, an a i ude-beha iou gap may exis . This is e iden when consume s exp ess a s ong mo i a ion o consume
esponsibly, ye hei ac ions do no align acco dingly (Ronda, 2024). While he low p ice o as - ashioned goods may
be a de e mining ac o (Ronda, 2024), he e is eason o belie e ha pe sonal inno a i eness helps o e come he
a i ude–beha iou gap by educing isk pe cep ions, encou aging ial, and ein o cing sus ainable a i udes h ough
iden i y and no el y-seeking, ul ima ely making adop ion mo e likely (Jeong & Choi, 2022; Wu & Yu, 2022). Based on
he abo e, he ollowing hypo hesis is p oposed:
H5: Pe sonal inno a i eness mode a es he ela ionship be ween a i ude and beha iou al in en ions.
Sou ce: Au ho s’ own cons uc ion (2025)
FIGURE 1: CONCEPTUAL MODEL
247 The Re ail and Ma ke ing Re iew: Vol21 Issue 2 (2025) ISSN:2708-3209
4.6 METHODOLOGY
Fo his s udy, he ques ionnai e i ems we e adap ed om exis ing scales. All he i ems we e measu ed using a i e-
poin Like scale. An online su ey was used o collec 371 alid esponses om Gene a ion Z pa icipan s using he
con enience sampling app oach. Pa icipa ion was olun a y, wi h pa icipan s being ec ui ed om di e se sou ces,
including social media pla o ms, online o ums, and uni e si y campuses, ensu ing a b oad ep esen a ion ac oss
di e en backg ounds and loca ions. While his me hod allowed o he e icien collec ion o da a, i limi s he
gene alisabili y o he esul s, as con enience sampling may no ully cap u e he di e si y o pe spec i es ac oss he
s udy’s popula ion (Bha ache jee, 2012).
5. RESULTS
5.1 DEMOGRAPHIC PROFILE OF RESPONDENTS
TABLE 1: RESPONDENTS’ PROFILE
Va iable
Sub- a iable
F equency
Pe cen age
Age
18-23
326
87.9
24-29
45
12.1
To al
371
100.0
Gende
Male
61
16.4
Female
305
82.2
P e e no o say
5
1.4
To al
371
100.0
Income
R0 - R10 000
162
43.7
R10 001 – R20 000
26
7.0
R20 001 – R30 000
26
7.0
R30 001 – R40 000
13
3.5
R40 000 and abo e
69
18.6
P e e no o say
75
20.2
To al
371
100.0
The esul s depic ed in Table 1 indica e ha he majo i y o pa icipan s (87.9%) we e pa o he young Gene a ion
Z coho , while a smalle po ion (12.1%) was pa o he olde Gene a ion Z g oup. These igu es a e disp opo iona e,
as da a collec ion ook place on a uni e si y campus, whe e 60% o he s uden s we e egis e ed o unde g adua e
s udies (Uni e si y o he Wi wa e s and, 2024a). Addi ionally, o he i s -yea coho ( he bigges unde g adua e
g oup), 99% we e 22 yea s old o younge (Uni e si y o he Wi wa e s and, 2024b). F om a gende pe spec i e, he
majo i y o esponden s we e emale (82.2%), while 16.4% iden i ied as male, and he emaining 1.4% did no wish o
disclose hei gende . Addi ionally, as he s udy is based on e ail pu chases, he esea che s sough o unde s and he
income le els o esponden s. The bulk o he pa icipan s (43.7%) indica ed ha hei household income le els we e
less han R10 000. Addi ionally, 7.0% o he pa icipan s answe ed ha hei household income le els we e be ween
R10 001 and R20 000, 7.0% we e be ween R20 001 and R30 000, 3.5% we e be ween R30 001 and R40 000, and
18.6% indica ed ha hei household income was R 40 001 and abo e. A subs an ial numbe o esponden s (20.2%)
we e no willing o disclose hei household income le els.
In es iga ing he impac o en i onmen al ac o s on he in en ion o adop online ashion en al se ices … 248
5.2 FACTOR OUTER LOADINGS
Wi hin his s udy, he ou e loadings (shown in Table 2), Composi e Reliabili y (CR) alues, and he A e age
Va iance Ex ac ed (AVE), we e used o assess con e gen alidi y. The ou e loadings in his s udy we e all abo e he
ecommended h eshold (Hai e al., 2022).
TABLE 2: FACTOR OUTER LOADINGS
I em
Fac o Ou e Loadings
ATT1 A i ude
0,854
ATT2 A i ude
0,852
ATT3 A i ude
0,832
ATT4 A i ude
0,857
ATT5 A i ude
0,766
ATT6 A i ude
0,747
CK1 Consume knowledge
0,858
CK2 Consume knowledge
0,772
CK3 Consume knowledge
0,888
CK4 Consume knowledge
0,781
EA1 En i onmen al awa eness
0,755
EA2 En i onmen al awa eness
0,865
EA3 En i onmen al awa eness
0,887
EA4 En i onmen al awa eness
0,867
INT1 Beha iou al in en ions
0,910
INT2 Beha iou al in en ions
0,888
INT3 Beha iou al in en ions
0,892
PEB1 Pas en i onmen al beha iou
0,583
PEB2 Pas en i onmen al beha iou
0,519
PEB3 Pas en i onmen al beha iou
0,798
PEB4 Pas en i onmen al beha iou
0,591
PI1 Pe sonal inno a i eness
0,703
PI2 Pe sonal inno a i eness
0,792
PI3 Pe sonal inno a i eness
0,766
PI4 Pe sonal inno a i eness
0,804
PI5 Pe sonal inno a i eness
0,809
5.3 RELIABILITY AND VALIDITY
While a C onbach’s alpha alue o 0.7 is egula ly ega ded as he h eshold (Hai e al., 2022), Tabe (2018)
con i ms ha se e al scien i ic s udies desc ibe an alpha alue o 0,45 and abo e as ei he accep able o su icien .
This na a i e is also suppo ed by T izano-He mosilla and Al a ado (2016) who indica e ha alues abo e 0.5 a e
accep able. Based on his, all cons uc s wi hin his s udy epo ed accep able C onbach’s alpha alues.
Simila o C onbach’s alpha, gene ally composi e eliabili y alues abo e 0.7 a e conside ed sa is ac o y, p o iding
empi ical e idence ha he measu emen scales wi hin he s udy a e eliable (Malho a e al., 2017). The CR alues in
his s udy anged om 0.721 o 0.925.
249 The Re ail and Ma ke ing Re iew: Vol21 Issue 2 (2025) ISSN:2708-3209
In a u he a emp o assess con e gen alidi y, he a e age a iance ex ac ed alues we e analysed. An AVE
alue o 0.4 is conside ed accep able, p o ided he CR alue is abo e 0.6 (Fo nell & La cke , 1981; Lam, 2012). As
can be seen in Table 2, con e gen alidi y was a ained.
TABLE 3: MEASUREMENT STATISTICS OF CONSTRUCTS
Cons uc
C onbach's Alpha
Composi e Reliabili y (CR)
A e age Va iance Ex ac ed (AVE)
ATT
0.901
0.924
0.671
CK
0.843
0.895
0.683
EA
0.865
0.909
0.714
INT
0.878
0.925
0.804
PEB
0.531
0.721
0.399
PI
0.834
0.883
0.602
5.4 DISCRIMINANT VALIDITY
Two well-known es s a e used o de e mine disc iminan alidi y, namely, he Fo nell-La cke es and he
He e o ai -Mono ai (HTMT) a io o co ela ions (Hai e al., 2022). The esul s o bo h hese es s a e indica ed in
Tables 4 and 5. The HTMT esul s a e in Table 4 and indica e ha all alues we e below 0.9. This con i ms he p esence
o disc iminan alidi y.
TABLE 4: HETEROTRAIT-MONOTRAIT RATIO (HTMT) – MATRIX
ATT
CK
EA
INT
PEB
PI
PI x ATT
ATT
CK
0.380
EA
0.539
0.080
INT
0.685
0.536
0.273
PEB
0.280
0.289
0.287
0.278
PI
0.422
0.320
0.213
0.388
0.537
PI x ATT
0.064
0.048
0.187
0.129
0.030
0.083
Sou ce: Au ho s’ cons uc ion (2025) based on PLS-SEM
TABLE 5: FORNELL-LARCKER CRITERION
ATT
CK
EA
INT
PEB
PI
ATT
0.819
CK
0.334
0.826
EA
0.481
0.052
0.845
INT
0.611
0.462
0.241
0.896
PEB
0.221
0.185
0.178
0.211
0.632
PI
0.363
0.273
0.179
0.335
0.385
0.776
Sou ce: Au ho s’ own cons uc ion (2025) based on PLS-SEM
The indings p esen ed in Table 5 show he ou comes o he Fo nell-La cke c i e ion, indica ing ha he squa e oo
o he AVE alues exceeded hose o o he elemen s wi hin hei espec i e ows and columns, hus con i ming
disc iminan alidi y.
In es iga ing he impac o en i onmen al ac o s on he in en ion o adop online ashion en al se ices … 250
Based on he con e gen and disc iminan alidi y esul s p esen ed in he sec ions abo e, he measu emen model
in his s udy was conside ed o be alid and eliable.
TABLE 6: R-SQUARE
R-squa e
R-squa e adjus ed
ATTITUDE
0.334
0.329
BEHAVIOURAL INTENTIONS
0.396
0.391
Sou ce: Au ho s’ own cons uc ion (2025) based on PLS-SEM
The R2 alues measu e he a iance ha is explained in each o he endogenous a iables and a e, he e o e, a
measu e o he model’s explana o y powe . R2 alues ange om 0 o 1, wi h highe alues indica ing g ea e
explana o y powe . Hai e al. (2022) conclude ha R2 alues abo e 0.1 a e conside ed sa is ac o y.
Wi h espec o hypo hesis es ing, Duh and Pwaka (2023) con e ha - alues o 2.54 (p ≤ 0.01), 1.96 (p ≤ 0.05),
and 1.65 (p ≤ 0.09) a e signi ican a he 99%, 95%, and 90% con idence in e als, espec i ely. Thus, a - alue g ea e
han 1.65 can imply ha he hypo hesis is suppo ed.
TABLE 7: HYPOTHESES RESULTS
O iginal sample (O)
Sample mean
(M)
S anda d de ia ion
(STDEV)
T s a is ics
(|O/STDEV|)
P alues
Decision
H1
PEB -> ATT
0.086
0.102
0.046
1.868
0.062
Suppo ed
H2
EA -> ATT
0.451
0.450
0.048
9.345
0.000
Suppo ed
H3
CK -> ATT
0.295
0.294
0.045
6.523
0.000
Suppo ed
H4
ATT -> INT
0.556
0.556
0.043
12.995
0.000
Suppo ed
H5
PI x ATT -> INT
0.079
0.077
0.041
1.937
0.053
Suppo ed
Sou ce: Au ho s’ own cons uc ion (2025) based on PLS-SEM
6. DISCUSSION
The indings illus a ed in Table 7 indica e ha pas en i onmen al beha iou has a signi ican in luence on a i ude
owa ds online ashion en al se ices (β = 0.086, p = 0.062), hus H1 was suppo ed in his s udy. En i onmen al
awa eness also has a posi i e and signi ican in luence on a i udes owa ds online ashion en al se ices (β = 0.451,
p = 0.000), which p o ides empi ical e idence suppo ing H2. Consume knowledge has a posi i e and signi ican
impac on a i udes owa ds online ashion en al se ices (β = 0.295, p = 0.000), indica ing ha H3 was suppo ed
wi hin his s udy. A i udes owa ds online ashion en al se ices also exe ed a posi i e in luence on beha iou al
in en ions (β = 0.556, p = 0.000), suppo ing H4. H5 sough o disco e whe he pe sonal inno a i eness ac s as a
mode a o be ween a i ude and beha iou al in en ions. Wi h β = 0.079 and p = 0.053, empi ical e idence was p o ided
o suppo his hypo hesis a he 90% con idence le el. The esul s o PLS-SEM a e p esen ed in Table 7.
6.1 THEORETICAL AND MANAGERIAL IMPLICATIONS
Theo e ical Implica ions
The s udy was buil upon he TPB by adding new cons uc s such as pas en i onmen al beha iou , en i onmen al
awa eness, and consume knowledge. These addi ional cons uc s ex end he explana o y powe o he TPB in
p edic ing Gene a ion Z’s beha iou al in en ions o adop sus ainable ashion consump ion p ac ices, hus con ibu ing
