THE INFLUENCING OF CUSTOMER’S PERCEPTION TOWARD GREEN ADVERTISING ON PURCHASE INTENTION: A CASE STUDY OF FARVEN

• Main Author: Aina Intasiri, Qorry
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/57984
• Institution: Institut Teknologi Bandung

Sustainability has become a significant concern for business actors in the fashion sector. In the last decade, consumers want products that are more environmentally friendly and socially responsible. Based on previous research, it is argued that the trend in the fashion business is carried out to reduce textile waste and improve healthy working conditions. This eco-friendly fashion trend is also becoming known in Indonesia, based on preliminary research conducted showing that 76.6% of 48 respondents know about eco-friendly fashion and eco-friendly fashion brands. This changing trend also requires a strategy to define sustainability, create green products that consumers want, and communicate the company's commitments and goals. For Farven, this strategy is needed to increase business development in the eco-friendly fashion industry. Based on Farven's external and internal analysis, Farven still needs strategy development, especially in marketing. Advertising is the most effective way to attract and retain the attention of consumers. Green advertising is used by businesses to promote eco-friendly goods and hence increase the value of their products. This study aims to determine the effect of customer perception on green advertising on the purchase intention of environmentally friendly fashion products among Farven's target market with several criteria such as being domiciled in Jakarta, Bandung, Semarang, and Surabaya and aged 20-28 years. To determine the effect, the researcher used quantitative research and analyzed it using Multiple Regression Analysis. The results showed that consumer perceptions of environmentally friendly advertising, namely environmental knowledge, ethical impact, and enhanced product features, showed a positive and significant relationship to the purchase 4 intention of environmentally friendly fashion products. Meanwhile, the company's image does not show a positive and significant relationship that affects consumer perceptions of environmentally friendly advertisements on purchase intentions. By conducting this research, researchers will create business solutions and implementation plans that Farven will implement to compete with competitors in the eco-friendly fashion industry.