Influence of Environmental Knowledge and Fashion Consciousness on Green Purchase Intention of Sustainable Fashion Products

Zahra Syauqina, Putut Haribowo, Yusmar Ardhi Hidayat

Abstract


The growing awareness of claims about the negative impacts on the environment causes to lead fast fashion brands to shift their production from fast to sustainable collections. In line with the previous transformation, customers intend to purchase sustainable fashion products by considering their fashion consciousness and environmental knowledge. This study has two goals: (1) analyzing the influence of environmental knowledge on green purchase intention of sustainable fashion products. (2) analyzing the influence of fashion consciousness on green purchase intention of sustainable fashion products. Purposive sampling was used to select 100 respondents who bought fashion brands H&M and ZARA. This study used multiple regression analysis. This study proved that environmental knowledge and fashion consciousness positively influences green purchase intention of sustainable fashion products. The higher the environmental knowledge, the higher the extent of green purchase intention of sustainable fashion. Sustainable fashion industries should maintain product designs, attractive attributes, and variations of styles of sustainable apparel collections. They should emphasize the benefit of purchasing sustainable fashion products to save the environment through intense campaigns.

Keywords


Green Purchase Intention, Fashion Consciousness, Environmental Knowledge

Full Text:

PDF

References


Chen, L. (2013). A Study of Green Purchase Intention Comparing with Collectivistic (Chinese) and Individualistic (American) Consumers in Shanghai, China. Information Management and Business Review, 5(7), 342–346. https://doi.org/10.22610/imbr.v5i7.1061

Diash, A. F., & Syarifah, D. (2021). Pengaruh Environmental Knowledge dan Environmental Concern terhadap Green Purchase Intention pada Generasi Milenial. Buletin Riset Psikologi Dan Kesehatan Mental (BRPKM), 1(1), 551–559. https://doi.org/10.20473/brpkm.v1i1.26747

Earth.org. (n.d.). Fast Fashion Pollution and Climate Change. https://earth.org/fast-fashionpollution-and-climate-change/

Edastami, M., -, M., & Mahfudz, A. A. (2019). An Analysis of The Effect of Fashion Consciousness as A Mediating Factor on Hijab Fashion Consumption in Indonesia. Tazkia Islamic Finance and Business Review, 13(1), 81–105. https://doi.org/10.30993/tifbr.v13i1.200

Ghozali, I. (2018). Aplikasi Analisis Multivariate Dengan Program IBM SPSS Edisi 9 (pp. 137–145).

Jr, J. F. H., Black, W. C., Babin, B. J., Anderson, R. E., Black, W. C., & Anderson, R. E. (2018). Multivariate Data Analysis. https://doi.org/10.1002/9781119409137.ch4

Lampert, E. (2019). How to leverage sustainable fashion consumption ? An extended application of the Theory of Planned Behavior First supervisor : Professor Olli Kuivalainen ( LUT ) Second supervisor : Professor Peter Spier ( SKEMA ). Lappeenranta University Of Technology, 1–155.

Miotto, G., & Youn, S. (2020). The impact of fast fashion retailers’ sustainable collections on corporate legitimacy: Examining the mediating role of altruistic attributions. Journal of Consumer Behaviour, 19(6), 618–631. https://doi.org/10.1002/cb.1852

Pramodhawardhani, J., Endrayana, M., & Retnasari, D. (2021). Penerapan Sustainable Fashion Dan Ethical Fashion Dalam Menghadapi Dampak Negatif Fast Fashion. Prosiding Pendidikan Teknik Boga Busana 16.1, 1–6.

Rahmi, D. Y., Rozalia, Y., Chan, D. N., Anira, Q., & Lita, R. P. (2017). Green Brand Image Relation Model, Green Awareness, Green Advertisement, and Ecological Knowledge as Competitive Advantage in Improving Green Purchase Intention and Green Purchase Behavior on Creative Industry Products. Journal of Economics, Business & Accountancy Ventura, 20(2). https://doi.org/10.14414/jebav.v20i2.1126

Rathinamoorthy, R. (2019). Sustainable Fashion: Consumer Awareness and Education. http://link.springer.com/10.1007/978-981-13-1262-5

Rosadi, D. (2021). Survei KIC: Baru 28 Persen Konsumen Memahami Produk Hijau - Energi Baru Katadata.co.id. In Katadata.Co.Id. https://katadata.co.id/doddyrosadi/ekonomi-hijau/61725e378f331/survei-kic-baru-28-persen-konsumen-memahami-produk-hijau

Rukhaya, S., Yadav, S., Rose, N. M., Grover, A., & Bisht, D. (2021). Sustainable approach to counter the environmental impact of fast fashion. ~ 517 ~ The Pharma Innovation Journal, 10(8), 517–523. http://www.thepharmajournal.com

Sanita, S., Kusniawati, A., & Lestari, M. N. (2019). Pengaruh Product Knowledge Dan Brand Image Terhadap Purchase Intention (Penelitian pada PT. Bahana Cahaya Sejati Ciamis). Business Management Journal, 1(3), 169–184.

Shinta, F. (2018). Kajian Fast Fashion dalam Percepatan Budaya Konsumerisme. Jurnal Rupa, 3(1), 62. https://doi.org/10.25124/rupa.v3i1.1329

Tien Tran. (2021). Consumer Behaviour in Sustainable Fashion Industry. 1–75.

Venkatasamy, N. (2015). Fashion trends and their impact on the society. Research Gate, September, 1–11. https://www.researchgate.net/publication/282571020

Yi, L., Li, L., Jia, O., & Chian, T. (2017). Young Generation ‘ S Purchase Intention Towards Fashion Apparel By Tan Wei Chian A Research Project Submitted In Partial Fulfilment Of The Requirement For The Degree Of Bachelor Of Marketing ( Hons ) Faculty Of Business And Finance Department Of Marketing. Journal Business And Finance, 9(1), 1–100.




DOI: http://dx.doi.org/10.32497/ab.v23i3.4186

Refbacks

  • There are currently no refbacks.


View My Stats