Moral value affects purchase intention of sustainability clothes: A survey on Selangor’s university students

Lim, Hao Liang and Soo, Hui Ying (2025) Moral value affects purchase intention of sustainability clothes: A survey on Selangor’s university students. Final Year Project, UTAR.

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Abstract

In recent years, the increasing of the awareness about environmental issues has increased consumers' interest in sustainable fashion choices. Among the Malaysia university students particularly those in Selangor, the purchase intention of sustainable clothing is influenced by various factors. This study will ground in the Theory of Planned Behavior and tends to investigate the effect of environmental concern, social media influence, and perceived financial affordability on purchase intention for sustainable clothing, with moral value introduced as a mediating variable. Data were gathered quantitatively from 200 students via online surveys, and descriptive and multiple regression analyses were performed using IBM SPSS Statistics 30. The findings show that the three independent variables are significantly affect the purchase intention. Moral value plays a partial mediating role between perceived financial affordability and purchase intention and fully mediates the effects of environmental concern and social media influence. These results highlight that the importance of integrating moral considerations when encouraging sustainable purchase behavior. Keywords: Sustainable Fashion, Purchase Intention, Moral Value, Environmental Concern, Social Media Influence, Perceived Financial Affordability, Theory of Planned Behavior Subject Area: HF5410-5417.5 Marketing, Distribution of products

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