Sustainable Fashion Trends: Evidence from Italian Generation Z’s

This study explores Generation Z's inclination toward purchasing sustainable products by integrating the Norm Activation Model (NAM) and the Theory of Planned Behavior (TPB), with a particular focus on second-hand clothes. The analysis employs the Partial Least Squares Structural Equation Modeling (PLS-SEM) method. The findings reveal that personal norms and aspirations significantly influence purchasing decisions, emphasizing the role of environmental awareness and ethical considerations in sustainable consumption. The results suggest that Italian Generation Z's preferences are guided by altruistic motives and a strong commitment to sustainability, encouraging businesses to align their practices with this generation's values and expectations, especially in the context of second-hand clothes.