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All Journal Gadjah Mada International Journal of Business Jurnal Akuntansi Multiparadigma Journal of Economic, Bussines and Accounting (COSTING) Scientific Journal of Reflection : Economic, Accounting, Management and Business Management Studies and Entrepreneurship Journal (MSEJ) The Indonesian Journal of Accounting Research Jurnal Abdidas Jurnal Manajemen dan Kewirausahaan Capacitarea : Jurnal Pengabdian Kepada Masyarakat PROCEEDING INTERNATIONAL BUSINESS AND ECONOMICS CONFERENCE (IBEC)
Hendrian Hendrian
Universitas Terbuka
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Health Professions Mathematics Public Health Social Sciences Other

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How Sustainability Awareness Shapes Consumer Purchase Intentions through Attitudes and Perceived Value in the Thrift Market in Indonesia Hommy Dorthy Ellyany Sinaga; Hendrian Hendrian
PROCEEDING INTERNATIONAL BUSINESS AND ECONOMICS CONFERENCE (IBEC) Vol. 4 No. 1 (2025): Inspiring Change: Innovating Together for the Future of the Economy
Publisher : Sekolah Tinggi Ilmu Ekonomi Eka Prasetya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47663/ibec.v4i1.405

Abstract

The fashion industry is a rapidly growing economic sector, but it has a significant impact on the environment. The trend of thrift fashion or buying secondhand clothes has emerged as an alternative form of sustainable consumption that supports the circular economy. This study aims to examine the relationship between sustainability awareness, attitude toward thrift products, perceived value, and consumer purchase intentions in the context of fashion reuse in Indonesia. This study uses a conceptual literature review approach by synthesizing previous research results in the field of sustainable fashion and consumer behavior. The conceptual model is built based on Theory of Planned Behavior (Ajzen, 1991) and Value–Attitude–Behavior Framework (Homer & Kahle, 1988). The synthesis results show that sustainability awareness does not directly influence purchase intention, but rather through two main mediating pathways: (1) positive attitude toward thrift products as an affective pathway, and (2) perceived value towards the functional, emotional, and social benefits of the product as a cognitive pathway. These two mediators explain how environmental awareness shapes behavioral tendencies without the need to involve external variables such as social norms. Theoretically, this study reinforces our understanding of sustainable consumer behavior. In practical terms, the results provide guidance for thrift fashion MSMEs to emphasize sustainability, quality, and ethical image in their marketing strategies in order to encourage more environmentally friendly consumption behavior.
Co-Authors Ahmad Nur Anshar Daud Deddy Dwi Nur Cahyono Desmiwati Desmiwati Dyah Ekaari Sekar Jatiningsih Edi Kurniawan Eka Wirajuang Daurrohmah Gaol, Lasando Lumban Gusmi Kurniasih Hety Budiyanti Hety Budiyanti Hommy Dorthy Ellyany Sinaga Irwan Darmawan Kresno Agus Hendarto Kresno Agus Hendarto Lia Amsalia Amir Naning Yuniarti Nindya Farah Dwi Puspitasari Ramdhan Kurniawan Robiansyah, Anton Rubangi Al-Hasan Said Kelana Asnawi Shine Pintor Siolemba Patiro SULTAN, ZULKIFLI Sumiyana Sumiyana Surya Adi Sasmita Tri Astuti Wisudayati Tri Dasta Nursehaneka Yatma Ulul Hidayah Valentine Putri Vegananda Yansaputra Yosephine Martha Maria Anita Nugraheni Yudha Satria Aji Pratama Yumantoko Yumantoko