Fabricated Future : applying the Theory of Planned Behavior to influence purchaseintention of green fashion made from recycled plastic in Thailand

Abstract: The purpose of this study is to investigate factors influencing the Thai millennial consumers’ intention to purchase clothing and accessories made from recycled plastic. The research relied on deductive reasoning through hypothesis testing; Statistical measurements were employed. Consequently, a descriptive quantitative research approach was utilized to conduct the study. The data were collected physically and virtually via a web-based survey. A total number of 393 responses from Thai millennial consumers who live in Bangkok and its vicinity were analyzed with the application of structural equation modeling. The result demonstrates that environmental concern, attitude, and perceived behavioral control have a significant relationship on purchase intention of green apparel, shoes, and accessories made from recycled plastic. Environmental concern also positively mediates the green attitude and has a stronger correlation toward attitude than purchase intention. The subjective norm, on the other hand, shows no significance.