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All Journal International Journal of Business, Law, and Education West Science Business and Management West Science Interdisciplinary Studies West Science Interdisciplinary Studies
Kristian Panjaitan, Feliks Anggia Binsar
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Neuroscience Social Sciences Other

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Journal : West Science Interdisciplinary Studies

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The Influence of 15-Second TikTok Videos and Organic Testimonials on Environmental Awareness and Purchase Intention of Sustainable Fashion in Bandung Kristian Panjaitan, Feliks Anggia Binsar; Arini, Rani Eka; Bunyamin, Ilham Akbar
West Science Interdisciplinary Studies Vol. 3 No. 06 (2025): West Science Interdisciplinary Studies
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsis.v3i06.1985

Abstract

This study examines the influence of 15-second TikTok videos and organic testimonials on environmental awareness and purchase intention in the context of sustainable fashion in Bandung. Using a quantitative approach, data were collected from 170 respondents and analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS). The results reveal that both TikTok videos and organic testimonials significantly impact environmental awareness and purchase intention, with organic testimonials demonstrating a stronger effect. Environmental awareness is identified as a key precursor to purchase intention, emphasizing the importance of educational and marketing efforts to promote sustainability. The findings provide actionable insights for sustainable fashion brands to leverage social media and peer-generated content in shaping consumer behavior and supporting environmental objectives.
Co-Authors Arini, Rani Eka Bunyamin, Ilham Akbar Sinaga, Hommy Dorthy Ellyany Zainal Abidin