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All Journal Jurnal Manajemen Indonesia BISMA (Bisnis dan Manajemen)
Inggang Perwangsa Nuralam
Universitas Brawijaya
Social Sciences

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Will You Pay More for Sustainable Fashion Brands? Exploring the Factors Behind Sustainable Fashion Purchases Inggang Perwangsa Nuralam; Intan Ayu Permatasari
Jurnal Manajemen Indonesia Vol. 25 No. 3 (2025): Jurnal Manajemen Indonesia (In Press)
Publisher : Fakultas Ekonomi dan Bisnis, Telkom University.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25124/jmi.v25i3.8969

Abstract

the high amount of textile waste produced in large quantities, excessive consumption patterns among the public and the use of materials that are not environmental friendly, including the many fashion brand businesses in Indonesia. This research was conducted to determine and explain the effect of social influence, environmental awareness, price, and eWOM on purchase intention and willingness to pay for sustainable fashion brands. The type of research used is explanatory research with quantitative approach. The population in this research were consumers who had an interest in purchase intention from sustainable fashion brands in Malang, with a sample of 230 respondents obtained through purposive sampling technique. The data collection method used an online questionnaire, and the data analysis technique used Partial Least Square-Structural Equation Modeling (PLS-SEM) using SMARTPLS Version 4.0 software. The test results show that social influence, environmental awareness, and price have a direct positive effect on purchase intention. Furthermore, purchase intention has a direct positive effect on eWOM and purchase intention has a direct positive effect on willingness to pay
Trust matters: exploring how video and brand attitudes drive purchase intention in food vlog Muhammad Nur Fajri; Wilopo Wilopo; Inggang Perwangsa Nuralam
BISMA (Bisnis dan Manajemen) Vol. 17 No. 2 (2025)
Publisher : Universitas Negeri Surabaya, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26740/bisma.v17n2.p146-168

Abstract

This study investigates the effect of food vloggers' content value on viewers' attitudes (video attitude and brand attitude) and purchase intention with trust as a moderating variable. The rise of food vlogging as a digital marketing tool has transformed how consumers engage with culinary content and make purchasing decisions. As viewer trust becomes increasingly important in influencing attitudes and behaviour, understanding content value impacts consumer responses through the S-O-R model is essential for marketers and creators alike. This study targets individuals who actively consume content from three prominent Indonesian food vloggers. Data was collected through an online survey from 335 respondents and analysed using Partial Least Square-Structural Equation Model (PLS-SEM). The results show that informative and entertainment value positively influence video attitude. Video attitude positively influences brand attitude and purchase intention. Trust strengthened the relationship between video attitude and purchase intention, as well as brand attitude and purchase intention. The findings offer insights for marketers and content creators, emphasising the importance of engaging content and trust in shaping consumer behaviour, especially for those interested in exploring Indonesian culinary offerings.
Co-Authors Intan Ayu Permatasari Muhammad Nur Fajri Wilopo Wilopo