<![CDATA[This study examines factors influencing sustainable consumption behavior among Generation Z consumers in Bali Province amid the rapid growth of fast fashion and the thrifting trend. Adapting the Stimulus-Organism-Response (S-O-R) framework to analyze the attitude-behavior gap, the study examines environmental concern, sustainability awareness, and knowledge of sustainability as determinants, with purchase intention and cognitive dissonance as mediating variables. Data from 230 Generation Z respondents were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). Results show that knowledge of sustainability has a positive, significant direct effect on green consumption behavior, whereas environmental concern and sustainability awareness alone fail to trigger concrete action. Purchase intention successfully mediates the translation of ecological empathy into behavior, while cognitive dissonance fails to mediate this gap, as post-purchase guilt is neutralized by social normalization of thrifting culture. The novelty lies in extending the S-O-R model to highlight psychological anomalies among green fashion consumers, emphasizing purchase intention over cognitive dissonance in shaping consumption behavior. The study recommends that industry players shift marketing strategies from passive awareness campaigns toward initiatives that lock in purchase intent, and suggests future research explore disruptions within the social commerce ecosystem.]]>
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