Psychosocial factors in the purchase intention of sustainable fashion among Mexican youth.

Abstract

This study analyzes the purchase intention of sustainable clothing among Mexican youth belonging to Generation Z, considering attitude and subjective norms as explanatory variables. Using a quantitative approach and a cross-sectional design, an online questionnaire was administered to a sample of 401 participants. Based on the Theory of Reasoned Action (TRA) and modeled through Structural Equation Modeling (SEM), the results show that both variables have a positive influence on purchase intention. The findings support the validity of the TRA in Latin American youth contexts and offer implications for the development of communication strategies and environmental education aimed at promoting ethical and sustainable consumption.