<![CDATA[This study aims to analyze the factors that influence Green Consumer Behavior in the context of fast fashion trends. This research is a causal-based qualitative study of the Green Consumer Behavior scheme. Primary data was sourced from an online questionnaire. The population in this study was 200 respondents who exhibit impulsive behavior towards fashion products, but it should be noted that they also care about the environment. For data analysis, the tool used was Smart-PLS, a tool with SEM (Structural Equation Modeling). Consumer Environmental Responsibility, Perceived Value, Environmental Knowledge, and Environmental Concern positively and significantly influence Green Consumer Behavior. Consumer Environmental Responsibility also shows positive and significant relationships with Perceived Value and Environmental Concern, while Environmental Knowledge does not significantly affect Environmental Concern. Environmental Concern mediates the effects of Consumer Environmental Responsibility and Perceived Value on Green Consumer Behavior but not that of Environmental Knowledge. The findings show that consumer environmental responsibility and perceived value are key drivers of green consumption through environmental awareness. Governments and fashion brands should enhance moral responsibility and highlight sustainable product value. The study’s regional scope and cross-sectional design limit its ability to capture behavioral changes over time.]]>
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