Green Intention versus Green Action: The Intention–Behavior Gap in Sustainable Fashion Consumption Among Generation Z

Generation Z consumers express strong concern for the environment, yet their sustainable fashion purchases often lag their stated intentions. Drawing on the theory of planned behavior, this study examines whether attitudes toward sustainability shape green action through green intention and whether value–action mismatch, operationalized as the gap between the expected and perceived value of sustainable clothing, weakens the conversion of intention into action. We analyzed survey data from 155 Generation Z consumers in Bandung, Indonesia, who had purchased from mass-market brands with sustainability practices, using partial least squares structural equation modeling. Attitude toward sustainability strongly predicted green intention, and green intention predicted green action. Green intention fully mediated the effect of attitude on action. Contrary to expectations, value–action mismatch neither predicted green action nor moderated the intention–action relationship, and its confidence interval makes a substantial weakening effect unlikely. The model explained 39.7% of the variance in green action, confirming a substantial intention–behavior gap. The findings indicate that strengthening attitudes is only effective if it leads to tangible intentions. Additionally, the gap between expectation and perception in environmental values does not explain why Generation Z's intentions do not translate into action. The study also highlights the measurement limitations of difference scores and identifies directions for future research