Generation Z - factors predicting decline in purchase intentions after receiving negative environmental information: Fast fashion brand SHEIN as a case study

Although Generation Z is known for its ethical and conscientious values, they are a major consumer segment of SHEIN fashion, a leading non-sustainable brand. This study explores how negative environmental information influences Generation Z's purchase intentions toward SHEIN. The findings of a survey among 607 SHEIN consumers reveal that participants lack environmental knowledge about fashion, have a medium sense of responsibility and have medium materialistic motivations. Following exposure to environmental information, negative attitudes toward SHEIN, along with perceived betrayal, were positively correlated with reduced purchase intentions. This research extends the Theory of Planned Behavior by integrating generational attributes and highlights the practical impact of negative information on reducing unsustainable consumption. This provides valuable insights for both academic discourse and marketing strategies targeting this digitally-native cohort.