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All Journal International Journal of Economics, Business and Accounting Research (IJEBAR)
Aljihan, Safira Afifa
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Economics, Econometrics & Finance

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Moderating Entrepreneurial Mindset: The Influence Of Product Specifications, Online Customer Reviews And Ratings, And Sales Promotions On Purchasing Decisions Of Sustainable Fashion In The Shopee Marketplace Aljihan, Safira Afifa; Hermeindito
International Journal of Economics, Business and Accounting Research (IJEBAR) Vol 10 No Special Issue (2026): Vol. 10, Special Issue, 2026
Publisher : LPPM ITB AAS INDONESIA (d.h STIE AAS Surakarta)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/ijebar.v10iSpecial Issue.19415

Abstract

This study aims to investigate the moderating effect of entrepreneurial mindset on the purchasing decisions of sustainable fashion products in the Shopee marketplace, focusing on product specifications, online customer reviews and ratings, and sales promotions as independent variables. In the context of the rapidly developing fashion industry, consumers are showing a high interest in products that are not only aesthetically appealing but also sustainable. This research employs a quantitative approach and involves participation from consumers who have made purchases of sustainable fashion products on Shopee. Data were collected through an online questionnaire that encompasses aspects of product specifications, online customer reviews and ratings, sales promotions, and entrepreneurial mindset. The results indicate that product specifications, online customer reviews, and sales promotions significantly influence purchasing decisions, while the entrepreneurial mindset does not appear to moderate the relationship between these variables and purchasing decisions. These findings provide important insights for business practitioners in designing effective and sustainable marketing strategies, as well as highlighting the significance of consumer understanding of sustainability values in their purchasing decision-making.
Co-Authors Hermeindito