Generational Differences and Determinants of Purchase Behavior towards Sustainable Clothing in a Developing Economy

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The fashion industry contributes significant plastic pollution and greenhouse gas emissions globally. One approach to minimize the industry’s environmental impact is through a shift to sustainable clothing. This study determined the predictors of purchase behavior towards sustainable clothing in a developing economy; which is the Philippines. Furthermore; this paper compared Filipinos from Generations X and Z. Results of a multiple regression analysis from a sample of 212 participants in an online survey showed that generation and environmental knowledge predicted the purchase of sustainable clothing. Moreover; Gen Z scored higher in environmental knowledge and purchase of sustainable clothing. The findings provide insights on increasing the usage of sustainable clothing; which can significantly reduce the environmental impact of the fashion industry.