Vishnoi, Sushant KumarMathur, SmritiAgarwal, VaishaliVirmani, NaveenJagtap, Sandeep2025-04-222025-04-222025-01-01Vishnoi SK, Mathur S, Agarwal V, et al., (2025) What drives Generation Z to choose green apparel? Unraveling the impact of environmental knowledge, altruism and perceived innovativeness. International Journal of Sustainable Engineering, Volume 18, 2025, Article number 24739861939-7038https://doi.org/10.1080/19397038.2025.2473986https://dspace.lib.cranfield.ac.uk/handle/1826/23783This study proposes to determine the influence of ‘Environmental Knowledge’ (EK), ‘Altruism’ (Atr), ‘Consumer Confidence’ (CC) and constructs of ‘Theory of Planned Behaviour’ (TPB) like Attitude” (Atd), ‘Subjective Norm’ (Sub) and ‘Perceived behavioural control’ (Pbhc) on consumers’ intention to purchase ‘Green Apparel Products’ (GAPI). Moreover, the moderating effect of ‘Perceived Innovativeness’ (PInn) on the relationship between ‘Attitude’ (Atd), ‘Subjective Norm’ (Sub), ‘Perceived behavioural control’ (Pbhc), ‘EK’, ‘Atr’ and ‘CC’ was studied. To test the research model and hypothesis, a survey of 349 Generation Z consumers (18–26 years) was conducted. Cronbach’s alpha and a ‘Confirmatory Factor Analysis’ (CFA) were used to determine the scale’s reliability and validity. ‘Structural Equation Modelling’ (SEM) validated the given model and hypotheses. In this research, six hypotheses were tested, and it was found that three hypotheses showed a direct relationship. Specifically, the result of SEM showed that ‘Atd’, ‘Sub’ and ‘CC’ were positively related to GAPI. Also, six hypotheses were formulated testing the moderating role of ‘PInn’. The results established that ‘PInn’ moderated the relationship between ‘Atd’, ‘Sub’, ‘CC’ and ‘GAPI’ significantly. This research provides a novel framework to explore the relationship between the ‘EK’, ‘Atr’ and ‘CC’ and Generation Z consumer’s ‘GAPI’.enAttribution 4.0 Internationalhttp://creativecommons.org/licenses/by/4.0/Environmental knowledgealtruismconsumer confidenceperceived behavioural controlgreen apparelperceived innovativeness35 Commerce, Management, Tourism and Services3503 Business Systems In Context3506 Marketing33 Built environment and design35 Commerce, management, tourism and services40 EngineeringArticle1939-7046566393247398618