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All Journal Journal of Research in Social Science and Humanities
Hakeki, Natasha Syifa
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Religion Arts Humanities Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Social Sciences Other

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Brand Avoidance Behavior in Sustainable Fashion: Insights from Generation Z Consumers Alversia, Yeshika; Hakeki, Natasha Syifa
Journal of Research in Social Science and Humanities Vol 5, No 2 (2025)
Publisher : Utan Kayu Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47679/jrssh.v5i2.282

Abstract

This study aims to determine the factors that influence brand avoidance behavior in the purchase of sustainable fashion products by Generation Z in Jabodetabek. The samples used in this study were men and women with an age range of 18-26 years, domiciled in the areas of Jakarta, Bogor, Depok, Tangerang, Bekasi and had transacted or purchased fashion products. There were 236 respondents collected using a purposive sampling method. Then processed and analyzed using Partial Least Square - Structural Equation Method (PLS-SEM). This study found that sustainable fashion avoidance intention, which is influenced by ideological incompatibility, unmet expectations, and materialism, positively and significantly influences sustainable fashion avoidance behavior by Generation Z in Jabodetabek.
Co-Authors Alversia, Yeshika