THE IMPACT OF SUSTAINABLE MARKETING ON PURCHASE DECISION BASED ON BRAND IMAGE PERCEIVED AND CUSTOMER ATTITUDE BY GEN Z AND MILLENIAL WOMEN (CASE STUDY: SEJAUH MATA MEMANDANG)
The fashion industry, with its significant contribution to global GDP, faces increasing scrutiny over its environmental impact. This research investigates the effects of sustainable marketing on purchase decisions, focusing on brand image and customer attitude among Gen Z and Millennial women, using...
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| Format: | Theses |
| Language: | Indonesia |
| Subjects: | |
| Online Access: | https://digilib.itb.ac.id/gdl/view/83677 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |