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Ramadina, Tarisya Rizki 
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Decision Sciences, Operations Research & Management

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Sustainability Efforts in Eco-Fashion Industry: Consumer Perception Trust and Purchase Intention Ramadina, Tarisya Rizki ; Pradana, Mahir; Rubiyanti, Rd. Nurafni
Asian Journal of Management Analytics Vol. 4 No. 3 (2025): July 2025
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/ajma.v4i3.14809

Abstract

The sustainable fashion industry is experiencing rapid growth as consumer awareness of environmental issues increases. This study aims to analyze the influence of Social Responsibility on Purchase intention in sustainable fashion products, with Trust, Attitude, and Perceived Consumer Effectiveness (PCE) as the mediating variables. The object of the research is consumers of Eiger eco-fashion products in Indonesia. The method used is explanatory quantitative with an online survey approach and Partial Least Square (PLS-SEM) analysis techniques. The sample amounted to 200 respondents who were selected using purposive sampling. The results of the study show that Social Responsibility has a positive effect on Trust, Attitude, and PCE. In addition, Trust and Attitude have a significant effect on Purchase intention, while PCE also makes a positive contribution. This research provides practical implications for companies in strengthening sustainability strategies to increase consumer buying intentions, while enriching the academic literature on sustainable consumer behavior in Indonesia.
Co-Authors Mahir Pradana R. Nurafni Rubiyanti