PURCHASE INTENTION TOWARDS SUSTAINABLE MARKETING IN FAST FASHION INDUSTRY: A GEN Z WOMEN’S PERSPECTIVE IN INDONESIA

• Main Author: Afifah Kusuma Hadi, Nabilah
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/77407
• Institution: Institut Teknologi Bandung

The ever-changing fashion industry involves the establishment of several trends that engage consumer interest. Sustainable marketing practices stand out as an important feature among those changes. This research investigates the complex interaction between sustainable marketing strategies, purchasing intentions, and the industry of fashion, especially fast fashion, with a particular focus on Generation Z women in Indonesia. This study tries to understand the multiple relationships and alterswithin these 3 variables applying regression analysis let by SPSS software. The analysis of connection between sustainable marketing, Generation Z women's purchasing intentions, and fast fashion is the focus of this study. The findings not only provide insight on these interrelationships, but also highlight their importance in the context of ethical consumption. This study shows that sustainable marketing has an enormous effect on Generation Z women's views towards fast fashion-related purchases, demonstrating the tremendous influence of ethical issues in their purchase intention processes. As awareness of the environment rises, the fast fashion industry faces greater pressure to incorporate sustainable methods. Marketers must adapt to changing customer values. This study uses quantitative techniques to examine industry trends and customer perceptions. Results show how sustainable marketing, ethical sourcing, and transparent manufacturing affect customer behavior. This study adds to our understanding of how sustainability policies impact buying intentions. It emphasizes the importance of education in molding customer views. The study helps firms navigate the changing customer landscape while also supporting an ecologically and socially responsible sector. Furthermore, this study provides information on the subtle connection between sustainable marketing methods and respondents' preferences for fast fashion trends. The connected variables in this dynamic highlight many factors that shape purchasing behaviors, highlighting the dynamic nature of ethical consumerism. This study provides a key background for understanding the developing structure of the fast fashion industry in an era when ethical issues are having a growing influence over consumer purchases. These findings add to our understanding of the complex structurewhich links fast fashion, sustainable marketing, and purchasing intentions. In a world where ethical concerns are increasingly influencing consumer decisions, this study provides a critical context for understanding the changing dynamics of the fashion business. It highlights the critical impact that sustainable marketing uses in developing Generation Z women's purchase intentions and attitudes towards fast fashion, affecting their purchasing behavior. It also extends to both practitioners and academics, shedding light on the strategic integrating of sustainability in marketing campaigns aimedat raising purchase intentions within the fast fashion industry. This research serves as a core resource for businesses wanting to stay on top of the growing consumer market while contributing to a more ecologically and socially responsible sector as sustainable practices continue to transform the world of fast fashion. Finally, this study bridges the gap between fast fashion, sustainable marketing, and purchase intention, revealing insights that go beyond the scope of the study. This study contributes to a fuller knowledge of how these variables interact in the context of Generation Z women's decisions by revealing the underlying relationships. Businesses in Indonesia can adjust their marketing strategies to attract customers by studying the influence of sustainability on purchasing intentions, especially for Gen Z. Consumers are more willing to support brands that match their beliefs, which may lead to better levels of engagement and customer loyalty.