2026-04-03T17:53:32Z https://meral.edu.mm/oai

oai:meral.edu.mm:recid/00010643 2025-01-08T06:28:46Z 1582963436320 1582963436320:1698994280848

Driving Forces of Sustainable Apparel Purchase Intention of i-Generation Youths from YUEco (Yoon Shwe Yee Phoo, 2024) Yoon Shwe Yee Phoo The purpose of this study is to look into how intrinsic motivation, advantageous circumstances, and natural aptitude affect the desire to purchase sustainable apparel. Additionally, it looks at how fashion consciousness affects the relationship between opportunity and the intention to purchase sustainable apparel, as well as the relationship between motivation and the same. The study will also look into how fashion consciousness affects the relationship between capacity and intention to purchase sustainable items among YUEco's i-Generation Youths. This study employs both primary and secondary data sources, focusing on a sample of 177 first-year i-Generation students from a total population of 453 at YUEco (Hlaing Campus). The sample size was determined utilizing the Raosoft sample size calculator. Respondents were chosen through a simple random sampling method, and primary data were collected using a questionnaire survey. The study gathered secondary data from a variety of sources, including prior research papers, relevant websites, and other related documents. The analysis employed both descriptive statistics and linear regression methods. The results of the regression show that the i-Generation adolescents from YUEco's desire to purchase sustainable clothes is positively and significantly impacted by all identified driving elements (motivation, opportunity, and ability). The findings indicate that fashion consciousness does not moderate the relationship between the driving forces—motivation, opportunity, and ability—and purchase intention. To address this, it is recommended that universities and colleges organize workshops and seminars focused on sustainable apparel, aimed at educating i-Generation youths about the environmental impact of the clothing industry and how to identify sustainable or ecofriendly products. Furthermore, it is advisable to ensure that resources, such as sustainable clothing stores, are readily accessible to i-Generation youths in proximity to their educational institutions, residences, or common gathering places. Furthermore, it is essential to focus on creating ethical clothing that is not only sustainable but also stylish, for local clothing manufacturers and fashion designers, thereby appealing to the fashionconscious i-Generation youths. This dual emphasis on sustainability and style is crucial for attracting this demographic and fostering a deeper engagement with ethical fashion. 2024-10-01 https://meral.edu.mm/records/10643