Emotional design study of sustainable denim clothing based on SEM: a case study of generation Z consumers

Introduction: Against the backdrop of global sustainable development goals, the green transformation of the textile and apparel industry is increasingly imperative. Integrating the Stimulus-Organism-Response (S-O-R) framework with Kansei Engineering theory, this study investigates the mechanisms through which design attributes associate the Purchase Decisions of Generation Z consumers within the sustainable denim market. Methods: Utilizing a cross-sectional convenience sampling approach, survey data were obtained from 432 Generation Z consumers born between 1995 and 2009. To test the 17 proposed hypotheses, Structural Equation Modeling (SEM) and Bootstrap mediation analysis with 5,000 samples were utilized. Results: The structural model demonstrated excellent fit, indicated by indices such as a CMIN/DF of 1.668, an RMSEA of 0.039, and a CFI of 0.983. The results reveal that Appearance Characteristics, Sustainability Values, and Emotional Values exert significant positive effects on Purchase Decisions. Thirteen of the 17 hypotheses were supported, showing that Sustainability Values functions as a central mediating variable linking product attributes including Appearance Characteristics, Functional Characteristics, and Symbolic Characteristics to Purchase Decisions. However, the mediating role of Emotional Values is contingent upon specific attributes: it significantly mediates the relationship between Appearance Characteristics and Purchase Decisions, whereas no significant mediation was observed for Functional Characteristics or Symbolic Characteristics. Discussion: This research elucidates the "visual priority" tendency among Generation Z consumers. These findings contribute to environmental psychology by clarifying the interplay between sustainability-related perceptions, emotional responses, and pro-environmental consumption.