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All Journal Journal of Economic, Bussines and Accounting (COSTING)
Pratiwi Diyan Ayu Anggraini
Universitas Islam Indonesia
Economics, Econometrics & Finance

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GREEN IMPACT: EXPLORING THE MOTIVATIONS BEHIND SUSTAINABLE FASHION SHOPPING AND CONSUMPTION TOWARD GREEN APPAREL IN INDONESIA Pratiwi Diyan Ayu Anggraini; Erlita Ridanasti
Journal of Economic, Bussines and Accounting (COSTING) Vol 7 No 5 (2024): Journal of Economic, Bussines and Accounting (COSTING)
Publisher : Institut Penelitian Matematika, Komputer, Keperawatan, Pendidikan dan Ekonomi (IPM2KPE)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/costing.v7i5.10689

Abstract

This research adopts shopping motivation theory (utilitarian and hedonic) as a framework. The aim of this research is to investigate the impact of shopping motivation on consumers’ purchase intentions in the context of environmentally friendly clothing. Data were collected through a questionnaire survey of 185 respondents in Indonesia and analyzed using the SmartPLS v.4.0.0 tool with the SEM (Structural Equation Modeling) analysis. This research shows that utilitarian and hedonic motivations have a positive and significant effect on green purchase intention. Availability of information and special offers also have a positive and significant effect on utilitarian motivation, trends, adventure, and authority, and status. These findings will help managers and practitioners to promote sustainable consumption through environmentally friendly clothing. This can encourage cleaner production and sustainable consumption practices that benefit both the planet and people.
Co-Authors Erlita Ridanasti