Abstract
This study aims to analyze the determinants of willingness to pay a premium price for social enterprise fashion products among female consumers of Generation MZ. A sample of 436 MZ women was used to examine the relationship between value, sustainable consumption tendency, intention to purchase social enterprise fashion products, intention to pay premium prices, and age. The hypotheses were tested using PLS structural equation modeling, and the results showed that altruistic value had no significant effect on sustainable consumption intention, but biospheric value had a positive effect. Altruistic and biospheric values significantly affect the intention to purchase fashion products from social enterprises. Sustainable consumption had a positive effect on the intention to purchase social enterprise fashion products and a positive effect on the intention to pay a premium price. The intention to purchase social enterprise fashion products positively influenced the intention to pay a premium price, and the influence was highly significant. Finally, we examined the effect of the age of MZ women on the paths of the model. The age affected the paths of altruism and sustainable consumption, ecology, and purchase intention. The findings of this study contribute to the understanding of MZ female consumers who purchase fashion products of social enterprises and may have meaningful implications for companies pursuing sustainable management.
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