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All Journal MABIS: Manajemen dan Bisnis Media Ekonomi dan Manajemen
Velian Zalfa
Universitas Padjadjaran
Economics, Econometrics & Finance Social Sciences

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Driving Green Purchase Intention in Slow Fashion: The Direct and Moderating Roles of Green Perceived Value and Greenwashing Velian Zalfa; Rita Komaladewi; Yevis Marty Oesman
Media Ekonomi dan Manajemen Vol 41 No 2 (2026): July 2026
Publisher : Fakultas Ekonomika dan Bisnis Universitas 17 Agustus 1945 Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56444/mem.v41i2.23

Abstract

The growth of online fashion shopping and increasing concern about sustainability have encouraged interest in slow fashion, yet consumers still face uncertainty in evaluating sustainable product claims on digital platforms. This study aims to examine the effects of electronic service quality, green perceived value, and greenwashing on green purchase intention toward slow fashion products. A quantitative approach was applied through an online survey of 298 Generation Z and Millennial consumers in Jabodetabek, Bandung, and Surabaya who were familiar with but had not purchased local slow fashion products. The data were analyzed using Partial Least Squares Structural Equation Modeling. The findings show that electronic service quality and green perceived value positively influence green purchase intention, while greenwashing has a negative effect. Green perceived value strengthens the relationship between electronic service quality and green purchase intention, whereas greenwashing weakens this relationship. These findings imply that slow fashion brands should improve digital services quality, strengthen perceived sustainability value, and communicate environmental claims transparently to encourage purchase intention.
The influence of luxury brand selfies on luxury brand preference Velian Zalfa; Popy Rufaidah
Manajemen dan Bisnis Vol 24, No 2 (2025): September 2025
Publisher : Department of Management - Faculty of Business and Economics. Universitas Surabaya.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24123/mabis.v24i2.950

Abstract

In today’s digital era, the growing phenomenon of luxury brand selfies has sparked interest in understanding their impact on consumer attitudes. This study explores how sharing selfies featuring luxury brands on social media influences consumers’ preferences toward those brands. Employing a quantitative approach, data were collected through an online survey distributed to 225 respondents who had purchased luxury brands and actively shared brand-related selfies. Using Partial Least Squares Structural Equation Modeling (PLS-SEM), the research tested the effect of three dimensions—narcissism, materialism, and selfie posting behavior—on luxury brand preference. The findings reveal that among the three variables, only materialism significantly affects luxury brand preference. In contrast, narcissism and selfie-posting behavior show no meaningful influence. This suggests that highly materialistic individuals are more likely to prefer luxury brands, as these brands align with their desire for symbolic status. The study provides insight into consumer-brand interaction in the digital space. It encourages future research to include additional psychological or cultural variables to better understand brand-related behavior in online environments.
Co-Authors Popy Rufaidah Rita Komaladewi Yevis Marty Oesman