DOI: 10.17233/sosyoekonomi.2026.03.22 ISSN: 1305-5577

Examining the Theory of Planned Behaviour in the Context of Sustainable Clothing

Nazlı Dikmen Özcan, Beyza Gültekin
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This study aims to extend the Theory of Planned Behaviour Model (attitude toward the behaviour, subjective norm, perceived behavioural control and behavioural intention) by adding environmental concern, price sensitivity, and love of money - rich, budget, and achievement dimensions - variables. Structural Equation Modelling was conducted using online data collected from 297 participants in Ankara, İstanbul, and İzmir, including individuals who purchased sustainable clothing and those who had not. The analysis reveals that attitude toward the behaviour, subjective norm, perceived behavioural control, environmental concern, and rich dimension of love of money positively affect behavioural intention, whereas the achievement dimension has a negative effect. The budget dimension of the love of money does not directly affect behavioural intention to purchase sustainable clothing. Perceived behavioural control moderates the links between attitude and behavioural intention, and between subjective norm and behavioural intention. Results contribute to the literature on sustainable clothing by examining the Theory of Planned Behaviour with limiting and enhancing variables simultaneously, and support decision-making for sustainable clothing companies.

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