THE IMPACT OF GREEN MARKETING AND LIFESTYLE ON PURCHASE INTENTION IN UNIQLO INDONESIA WITH CONSUMER BEHAVIOR AS INTERVENING VARIABLE

• Main Author: Rizky, Muhammad
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/79950
• Institution: Institut Teknologi Bandung

With the fast fashion industry experiencing rapid growth in Indonesia, the effectiveness of green marketing strategies employed by major players such as UNIQLO Indonesia has become a critical concern. The business issue addressed in this paper revolves around understanding the impact of green marketing and lifestyle on purchase intention within the fast fashion industry of UNIQLO Indonesia, with a specific focus on consumer behavior as an intervening variable. This study aims to investigate the impact of green marketing and lifestyle on purchase intention within the context of UNIQLO Indonesia's fast fashion industry, with a focus on understanding consumer behavior as an intervening variable. To achieve this, the study utilizes a mixed-methods approach, incorporating surveys and interviews to gather data. The data analysis employs statistical and analytical techniques to examine the relationships between variables, while also utilizing an Industrial Organization (I/O) model to formulate effective strategies. By employing these methods, the study seeks to provide a comprehensive understanding of the interplay between green marketing, lifestyle, consumer behavior, and purchase intention in the specific context of UNIQLO Indonesia. The expected results of this study include valuable insights into the alignment between UNIQLO Indonesia's green marketing strategies and consumer behaviors. It is anticipated that the findings will offer actionable recommendations to strengthen the brand's sustainability efforts and enhance its market competitiveness. By understanding the mediating role of consumer behavior and developing targeted marketing campaigns, UNIQLO Indonesia can enhance the effectiveness of its green marketing initiatives, ultimately contributing to a more sustainable and competitive position within the Indonesian fast fashion industry.