Tiny but mighty: Investigating children's wear through the theory of planned behavior

Abstract This study examines the evolving dynamics of children's clothing consumption, highlighting Generation Alpha's growing influence on family purchasing decisions. Despite rising expenditure, children's apparel remains under‐researched, often overlooking children's consumer agency. Using the Theory of Planned Behavior (TPB), an online survey of 292 parents/guardians (June 2021) tested proposed hypotheses via conditional regression analysis. Results largely supported TPB, though subjective norms did not directly predict purchase intention; instead, attitudes and behavioral control mediated this relationship. Findings also revealed children's significant participation in clothing decisions, marking a shift. Implications extend to theory, children's fashion brands, and industry practices.