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 |
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| Online Access: | https://digilib.itb.ac.id/gdl/view/83677 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | 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 the Indonesian brand Sejauh Mata Memandang as a case study. The study aims to understand why sustainable marketing is vital, explore its stages, assumptions, hypotheses, and objectives, and describe the research methodology and expected outcomes. Utilizing a quantitative approach, data was gathered from 225 respondents through online questionnaires.
Findings indicate that sustainable marketing significantly enhances brand image and influences purchasing decisions. Gen Z and Millennial consumers exhibit a strong preference for brands committed to sustainability, driven by their digital nativity and heightened awareness of social and environmental issues. Sejauh Mata Memandang’s initiatives, including the use of eco-friendly materials and collaboration with local artisans, have positively impacted its brand image, resonating with the target demographic’s values.
However, the research also highlights challenges, such as the gap between consumer intentions and actions and the need for broader awareness of sustainable practices. The study concludes that effective sustainable marketing, coupled with a positive brand image, can significantly influence purchase decisions among environmentally conscious consumers. These insights are crucial for fashion brands aiming to align with the increasing consumer demand for sustainability, offering a competitive edge in a crowded market.
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