Techno-Ethical Drivers of Sustainable Fashion: A Conceptual Reinterpretation of Gen Z^ s Purchase Intention
Dian Novita, Tanti Handriana, Dien Mardhiyah, Wenti Krisnawati

a). Doctoral of Management Science Department, Faculty of Economics and Business, University of Airlangga

b).Management Department, Faculty of Economics and Business, University of Teknokrat Indonesia, Bandar Lampung

Abstract

Purposes: This study is to reinterpret Generation Z^s sustainable fashion purchase intention through a techno-ethical lens by reanalyzing existing data using the Theory of Planned Behavior.
Methods: This quantitative study utilizes previously collected survey data from 399 respondents, which was analyzed using Structural Equation Modeling (SEM) via AMOS. The reanalysis situates Attitude, Subjective Norm, and Perceived Behavioral Control not merely as psychological factors but also as constructs influenced by digital technologies, including influencer marketing, algorithmic recommendations, and sustainability-tracking applications.
Results: The findings indicate that environmental concern and fashion involvement exert a substantial influence on behavioral antecedents and purchase intention, with six significant mediation paths identified. By offering an alternative interpretation of the results, this study underscores the role of digital environments as ethical infrastructures that influence sustainable consumption patterns. For instance, perceived control is enhanced through transparency features embedded in shopping applications, while subjective norms are influenced by social media communities and eco-influencers.
Conclusion and Suggestion: The importance of integrating ethical digital design into platforms to effectively promote sustainable behaviors is emphasized. This reinterpretation makes a theoretical contribution by enriching behavioral models with technological mediation and a practical contribution by guiding designers and marketers in ethically engaging Gen Z consumers.

Keywords: Ethical Technology ,Sustainability Behavior, Sustainable Fashion, Techno-Ethics, Theory of Planned Behavior

Topic: Marketing management