ASSESSMENT OF THE IMPACT OF GREEN MARKETING ON CONSUMERS’ GREEN PURCHASE INTENTION IN FAST FASHION INDUSTRY: CASE OF UNIQLO INDONESIA

• Main Author: Evelyn Hadeli, Bernadette
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/63714
• Institution: Institut Teknologi Bandung

As the demand for fashion product rises, the fashion industry in Indonesia grows along with it. With the rising competition, many fashion brands are implementing “fast fashion” strategy, resulting negative effects to the environment where the waste pollutes and degrades the natural environment and surrounding ecosystem. Consumers in Indonesia are growing awareness regarding this environmental issues caused by fashion industry. For countermeasure, fast fashion brands have been including green aspect into their marketing strategy. This includes UNIQLO Indonesia. However, despite being better at implementing green marketing, UNIQLO Indonesia still lost to competitors in term of their sales. Therefore, this study aims to examine how green marketing will influence the green purchase intention among consumers of UNIQLO Indonesia. This research is conducted through qualitative approach by interviewing consumers of UNIQLO Indonesia, and quantitative approach by using online survey to collect insights from consumers of UNIQLO Indonesia who have purchased product(s) from UNIQLO Indonesia at least once within the past one year. The researcher utilizes open coding to analyse the result of the interview, and uses PLS-SEM to analyse the result of the survey. The result shows that UNIQLO Indonesia’s green marketing strategies are well perceived by their consumers, proven by the positive response shown by their consumers. Consumers are also highly aware of the green marketing strategies that are being implemented by UNIQLO Indonesia. In addition to this, it is also known that the relationship between green marketing and green purchase intention are mediated by three factors: green knowledge, green attitude, and green brand image. The results of this study is expected to be beneficial for readers and marketers at UNIQLO Indonesia by enhancing their knowledge in regards to the utilizat ion of green marketing and its impact on consumers’ green purchase intention.