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All Journal Jurnal Ilmiah LISKI (Lingkar Studi Komunikasi) Priviet Social Sciences Journal
Razi, Fatullah
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Economics, Econometrics & Finance Education Environmental Science Law, Crime, Criminology & Criminal Justice Social Sciences

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Environmental concern as a green stimulus: An S-O-R approach to sustainable fashion purchase intention in Indonesia Razi, Fatullah
Priviet Social Sciences Journal Vol. 6 No. 2 (2026): February 2026
Publisher : Privietlab

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55942/pssj.v6i2.1315

Abstract

Despite the increasing global awareness, sustainable fashion consumption remains inconsistent. This study applies the stimulus-organism-response (S-O-R) model to examine the process through which environmental concern acts as a green stimulus influencing consumers’ internal psychological activation and purchase intention. Using data from Indonesian consumers analyzed through structural equation Modeling based on Partial Least Squares (PLS-SEM), incorporating 5,000 bootstrap resamples, the findings indicate that environmental concern has a statistically significant positive effect on purchase intention (β = 0.738; t = 18.756; p < 0.001; R² = 0.545; f² = 1.196; SRMR = 0.067). All reliability and validity criteria were met (α > 0.80, CR > 0.85, and AVE > 0.56). The findings confirm that environmental concerns function as psychological and emotional stimuli that shape sustainable purchase behavior. This study broadens the application of the S-O-R framework in sustainability research and offers practical guidance for eco-fashion marketers to design emotionally engaging green messages targeting emerging market consumers.
The Influence of Fashion Influencer Credibility on Purchase Intention: Examining Trustworthiness, Expertise, and Attractiveness as Credibility Dimensions Razi, Fatullah
Lingkar Studi Komunikasi (LISKI) Vol 12 No 1 (2026): FEBRUARI 2026
Publisher : Universitas Telkom

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25124/liski.v12i1.10015

Abstract

This study examines the influence of fashion influencer credibility on purchase intention in Indonesia’s sustainable fashion market. Drawing on Source Credibility Theory, credibility is conceptualized through trustworthiness, expertise, and attractiveness as reflective dimensions of a single construct. Using data from 161 Instagram users and analyzed through PLS-SEM, the findings show that influencer credibility strongly predicts purchase intention (β = 0.766; R² = 0.586), with trustworthiness emerging as the most influential dimension. The study contributes to communication and marketing scholarship by confirming the applicability of credibility-based persuasion in digital sustainability contexts. Practically, the results highlight the importance of collaborating with influencers who demonstrate consistent authenticity, ethical alignment, and domain expertise to strengthen consumer intention toward sustainable fashion. Keywords: SourceCredibility Theory, Influencer Credibility, Purchase Intention, Sustainable Fashion, Digital Communication
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