UNVEILING THE NEXUS: SUSTAINABILITY ADVERTISING, COLLABORATIVE EFFORTS, PURCHASE INTENTION, GREEN CONSUMERISM, AND BUSINESS COMPETITIVENESS IN THE FASHION INDUSTRY

• Main Author: Landrea Manurung, Kimberlee
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/77437
• Institution: Institut Teknologi Bandung

The fashion industry's escalating environmental repercussions have propelled a growing demand for sustainable fashion products. Nonetheless, comprehension of consumer perceptions and behaviors concerning sustainability within fashion remains incomplete. Employing a mixed- methods approach, this study delves into the ramifications of sustainability advertising on consumer perceptions and behaviors in relation to sustainable fashion products. By conducting expert interviews with a selectively chosen cohort and administering a survey questionnaire to a broader participant base, noteworthy insights are unveiled. It becomes evident that sustainability advertising exerts a positive influence on consumer perceptions of sustainable fashion items. Consumers are increasingly attuned to the environmental ramifications of the fashion industry and actively seek out more sustainable alternatives. The efficacy of sustainability advertising is augmented when it adheres to principles of credibility, information provision, and alignment with consumers' values. On the topic of purchase behaviors, the study unravels a more intricate relationship. Although sustainability advertising fosters positive intentions, lingering skepticism surrounds brand assertions. Consumers express reservations regarding the quality and durability of sustainable fashion products compared to conventional alternatives. Factors such as affordability, style, and accessibility play pivotal roles in shaping consumers' purchase decisions. Moreover, various factors emerge as influential in shaping consumer perceptions and purchase behaviors in sustainable fashion, encompassing the consumer's environmental awareness, personal values, social norms, and perceived price premiums attached to sustainable products. These findings carry substantial implications for both brands and consumers. Brands can harness sustainability advertising as an effective instrument to promote sustainable fashion products, provided that claims are authentic and products meet rigorous quality standards. Consumers, on the other hand, are advised to exercise discernment when evaluating sustainability assertions in advertising and opt for trusted brands for their sustainable fashion acquisitions. This study encapsulates interdisciplinary insights into the intricate dynamics of sustainability advertising's effects on consumer perceptions and behaviors within sustainable fashion. It unearths pivotal factors that mold consumer decision-making and underscores the potential of credible sustainability advertising in steering sustainable fashion consumption. These insights empower brands to formulate more impactful sustainability advertising campaigns and guide consumers in making enlightened choices in their fashion acquisitions, thereby contributing to a more sustainable trajectory for the fashion industry.