DOI: 10.11118/ecos2026_008

FROM VALUES TO ACTION: EXPLAINING THE INTENTION-BEHAVIOR GAP IN GREEN FASHION CONSUMPTION AMONG GENERATION Z IN BANGLADESH

Shovan Nasim Haider¹, Miloslava Chovancova²

¹ Faculty of Management and Economics, Tomas Bata University in Zlin, Mostní 5139, 760 01 Zlín, Czech Republic

² Institute of Management and Marketing, Faculty of Management and Economics, Tomas Bata University in Zlin, Mostní 5139, 760 01 Zlín, Czech Republic

This study aims to examine how green consumer values are translated into actual green fashion apparel purchasing behavior among Generation Z consumers in Bangladesh, with particular focus on explaining the persistent intention–behavior gap within a developing, apparel-producing economy. The study adopts a quantitative research design grounded in a value–intention–behavior framework. Drawing on the Theory of Consumption Values and the Theory of Planned Behavior, the proposed conceptual model incorporates green purchase intention as a central mediating mechanism, supported by post-intention constructs including implementation intention and differentiated self-efficacy (action and coping). Survey data are collected from Generation Z consumers in Bangladesh and analyzed using partial least squares structural equation modeling (PLS-SEM) to examine direct, mediated, and moderated relationships among the constructs. Building on the theoretical and empirical gaps identified in the literature, the study focuses on clarifying the mechanisms through which multidimensional consumer values influence green purchase intention and how intentions are subsequently enacted under contextual constraints. Particular attention is given to the roles of implementation intention and self-efficacy in strengthening intention–behavior consistency in sustainable fashion consumption. By moving beyond intention-centric explanations, this study is positioned to advance theoretical understanding of green consumption behavior and provide contextually grounded insights relevant to developing producer economies. The findings are expected to inform future research and support practitioners and policymakers in designing interventions that facilitate the translation of sustainability values into actual purchasing behavior among young consumers.

Keywords: Green fashion consumption; Value–Intention–Behavior; Theory of Consumption Values; Theory of Planned Behavior; Implementation intention; Self-efficacy; Generation Z; Bangladesh

pages: 9-9, online: 2026