Exploring the Impact of Symbolic Meaning on Gen Z Consumers’ Purchase Intention Toward Green Clothing in Sri Lanka

Sustainable consumption is increasingly recognized as a significant trend in today's society. Clothing and fashion serve as powerful tools for self-expression, enabling individuals to convey personal identity and values. Green clothing, in particular, carries symbolic meaning, reflecting one’s social status, environmental awareness, innovation, and Fashion. However, limited research has examined how these symbolic meanings influence the attitudes and buying intentions of younger consumers. Researchers used the quantitative approach and a positivist research paradigm for the study. The data was collected from the 384 respondents, and researchers used the convenient sampling approach for the study. An online self-administered questionnaire was used to collect data for the study. The multiple regression analysis technique is used to test the acceptance and rejection of the hypotheses of the study. SPSS 27 software was used to analyze the data.. The researchers discovered that the status symbol and environmental symbols do not have a significant impact on consumers' purchase intentions. The innovation symbol and fashion symbol play a significant role in influencing consumers' purchase intentions toward green products in the Sri Lankan context. Overall, the study highlights the importance of focusing on fashion and innovation when marketing green products, particularly to the younger consumer segment in Sri Lanka.