THE IMPACT OF SUSTAINABLE FASHION TO CONSUMER PURCHASE INTENTION (CASE STUDY: PT. XYZ)

• Main Author: Trifena, Kezia
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/80100
• Institution: Institut Teknologi Bandung

Fashion's industries huge environmental damages, like massive carbon emissions and waste, show sustainability must become a priority. This research spotlights Indonesia's situation, where brands like PT XYZ aim for eco-consciousness yet face hurdles. Within PT XYZ's context, complex links emerged between awareness, trust and purchase intentions. There's a noticeable knowledge shortage among Indonesian shoppers regarding fashion sustainability. The research employed a quantitative approach, utilizing online surveys with questionnaires targeted at Generation Z in West Java who know PT.XYZ or have been a consumer and have knowledge of sustainability. Descriptive statistics analysis and PLS-SEM methods were used to analyze the collected data. The findings indicates how important it is for PT.XYZ to gain consumer trust to boost the appeal of its sustainable fashion. Even with lower knowledge and trust scores, customers who knew more about the brand's eco efforts showed greater confidence. This study is expected to create a genuine image of environmental integrity of sustainable fashion brands in Indonesia that is crucial for converting positive feelings into actual purchase intentions as well as to contribute to the academic literature on consumer purchase intention and the value of credible sustainability practices.