The Influence of Green Marketing on the Purchase Intention of Green Fashion: A Study on the Brand “Sejauh Mata Memandang”
Abstract
This study aims to analyze the influence of green marketing on the purchase intention of green fashion, using the brand “Sejauh Mata Memandang” as a case study. The research focuses on three main green marketing strategies: green advertising, green branding, and eco-labeling, as well as the role of consumer perception in green consumption. The research method employs a quantitative approach with purposive sampling, involving 247 respondents who are aware of and understand environmentally friendly fashion products from the brand. Data analysis was conducted using the Partial Least Squares-Structural Equation Modeling (PLS-SEM) method. The results show that green advertising, green branding, and eco-labeling have a positive and significant influence on consumer perception. Furthermore, consumer perception also has a positive and significant impact on green consumption. These findings indicate that effective green marketing strategies can enhance positive consumer perceptions and encourage the purchase behavior of sustainable fashion products. The implications of this study provide strategic insights for fashion companies in developing environmentally friendly marketing approaches that can stimulate consumer purchase intention.
Downloads
References
Ajzen, I. (2020). The theory of planned behavior: Frequently asked questions. Human Behavior and Emerging Technologies, 2(4), 314–324. https://doi.org/10.1002/hbe2.195
Ali, M. (2021). A social practice theory perspective on green marketing initiatives and green purchase behavior. Cross Cultural and Strategic Management, 28(4), 815–838. https://doi.org/10.1108/CCSM-12-2020-0241
Bai, Y., Chen, J., & Geng, L. (2024). Beyond buying less: A functional matching perspective on sustainable fashion product purchasing. Journal of Environmental Psychology, 95. https://doi.org/10.1016/j.jenvp.2024.102283
Balaskas, S., Panagiotarou, A., & Rigou, M. (2023). Impact of Environmental Concern, Emotional Appeals, and Attitude toward the Advertisement on the Intention to Buy Green Products: The Case of Younger Consumer Audiences. Sustainability (Switzerland), 15(17). https://doi.org/10.3390/su151713204
Camilleri, M. A., Cricelli, L., Mauriello, R., & Strazzullo, S. (2023). Consumer Perceptions of Sustainable Products: A Systematic Literature Review. In Sustainability (Switzerland) (Vol. 15, Issue 11). MDPI. https://doi.org/10.3390/su15118923
Chen, L., Haider, M. J., & He, J. (2024). Should “green information” be interactive? The influence of green information presentation on consumers’ green participation behavior for driving sustainable consumption of fashion brands. Journal of Cleaner Production, 470. https://doi.org/10.1016/j.jclepro.2024.143329
Chen, Y. S., Chang, T. W., Li, H. X., & Chen, Y. R. (2020). The influence of green brand affect on green purchase intentions: The mediation effects of green brand associations and green brand attitude. International Journal of Environmental Research and Public Health, 17(11), 1–17. https://doi.org/10.3390/ijerph17114089
Choi, T. M., & Li, Y. (2015). Sustainability in fashion business operations. In Sustainability (Switzerland) (Vol. 7, Issue 11, pp. 15400–15406). MDPI. https://doi.org/10.3390/su71115400
Gazzola, P., Pavione, E., Pezzetti, R., & Grechi, D. (2020). Trends in the fashion industry. The perception of sustainability and circular economy: A gender/generation quantitative approach. Sustainability (Switzerland), 12(7), 1–19. https://doi.org/10.3390/su12072809
Gong, S., Sheng, G., Peverelli, P., & Dai, J. (2020). Green branding effects on consumer response: examining a brand stereotype-based mechanism. Journal of Product and Brand Management, 30(7), 1033–1046. https://doi.org/10.1108/JPBM-03-2020-2785
Gutierrez, A. M. J., Chiu, A. S. F., & Seva, R. (2020). A proposed framework on the affective design of eco-product labels. Sustainability (Switzerland), 12(8). https://doi.org/10.3390/SU12083234
Hair Jr., Joseph F., & G. Tomas M. Hult. (2021). Classroom Companion: Business Partial Least Squares Structural Equation Modeling (PLS-SEM) Using R AAWorkbook. http://www.
Hasan, Z., & Ali, N. A. (2015). The Impact of Green Marketing Strategy on the Firm’s Performance in Malaysia. Procedia - Social and Behavioral Sciences, 172, 463–470. https://doi.org/10.1016/j.sbspro.2015.01.382
Juanga-Labayen, J. P., Labayen, I. V., & Yuan, Q. (2022). A Review on Textile Recycling Practices and Challenges. In Textiles (Vol. 2, Issue 1, pp. 174–188). Multidisciplinary Digital Publishing Institute (MDPI). https://doi.org/10.3390/textiles2010010
Kim, W., Cha, S., Rizzo, C., & Piper, L. (2021). How Attributes of Green Advertising Affect Purchase Intention: The Moderating Role of Consumer Innovativeness. https://doi.org/10.3390/su
Kushwaha, G. S., & Sharma, N. K. (2016). Green initiatives: A step towards sustainable development and firm’s performance in the automobile industry. Journal of Cleaner Production, 121, 116–129. https://doi.org/10.1016/j.jclepro.2015.07.072
Lestiani, E., Maryam, S., & Widayanti, R. (2020). INFLUENCE OF CONSUMER PERCEPTION AND KNOWLEDGE OF ECOLABELLING ON DECISION OF BUYING GREEN PRODUCT. In Bongaya Journal of Research in Management (Vol. 3).
Maghfiroh, N., & Palupi, G. S. (2023). Analisis Pengaruh Variabel Keterjangkauan Teknologi Informasi dalam Live Streaming Shopping TikTok pada Minat Pembelian. In JEISBI (Vol. 04).
Mandarić, D., Hunjet, A., & Kozina, G. (2021). Perception of Consumers’ Awareness about Sustainability of Fashion Brands. Journal of Risk and Financial Management, 14(12). https://doi.org/10.3390/jrfm14120594
Palomo-Domínguez, I., Elías-Zambrano, R., & Álvarez-Rodríguez, V. (2023). Gen Z’s Motivations towards Sustainable Fashion and Eco-Friendly Brand Attributes: The Case of Vinted. Sustainability (Switzerland), 15(11). https://doi.org/10.3390/su15118753
Pancić, M., Serdarušić, H., & Ćućić, D. (2023). Green Marketing and Repurchase Intention: Stewardship of Green Advertisement, Brand Awareness, Brand Equity, Green Innovativeness, and Brand Innovativeness. Sustainability (Switzerland), 15(16). https://doi.org/10.3390/su151612534
Papadas, K. K., Avlonitis, G. J., Carrigan, M., & Piha, L. (2019). The interplay of strategic and internal green marketing orientation on competitive advantage. Journal of Business Research, 104, 632–643. https://doi.org/10.1016/j.jbusres.2018.07.009
Park, E., & Kwon, S. J. (2017). What motivations drive sustainable energy-saving behavior?: An examination in South Korea. In Renewable and Sustainable Energy Reviews (Vol. 79, pp. 494–502). Elsevier Ltd. https://doi.org/10.1016/j.rser.2017.05.150
Patel, C. P., & Chugan, P. K. (2015). THE INFLUENCE OF CONSUMER PERCEPTION TOWARDS GREEN ADVERTISING ON GREEN PURCHASE INTENTION. In SJ IF (Vol. 4, Issue 3). http://ssrn.com/abstract=2683918
Plakantonaki, S., Kiskira, K., Zacharopoulos, N., Chronis, I., Coelho, F., Togiani, A., Kalkanis, K., & Priniotakis, G. (2023). A Review of Sustainability Standards and Ecolabeling in the Textile Industry. In Sustainability (Switzerland) (Vol. 15, Issue 15). Multidisciplinary Digital Publishing Institute (MDPI). https://doi.org/10.3390/su151511589
Rahman, O., & Kharb, D. (2022). Product Choice: Does Eco-Labeling Play an Important Role in Apparel Consumption in India? Fashion Practice, 14(2), 266–291. https://doi.org/10.1080/17569370.2021.2015873
Ray, S., & Nayak, L. (2023). Marketing Sustainable Fashion: Trends and Future Directions. In Sustainability (Switzerland) (Vol. 15, Issue 7). MDPI. https://doi.org/10.3390/su15076202
Sekaran U, & Bougie Roger. (2016). Research Methods for Business (7th ed.). www.wileypluslearningspace.com
Sutedjo, S., Wicaksana, K., Komaruddin, A., & Kusmayati, N. (2024). PENGARUHEFEKTIVITASSTRATEGI PEMASARAN DIGITAL TERHADAP PERSEPSI DAN PERILAKU KONSUMEN UNTUK PEMBELIAN PRODUK SKINCARE SOMETHINC.
Tan, C. N. L., Ojo, A. O., & Thurasamy, R. (2019). Determinants of green product buying decision among young consumers in Malaysia. Young Consumers, 20(2). https://doi.org/10.1108/YC-12-2018-0898
Toha, Mohamad & Supriyanto. (2023). Factors Influencing the Consumer Research Process: Market Target, Purchasing Behavior and Market Demand (Literature Review Of Consumer Behavior). Danadyaksa: Post Modern Economy Journal, 1(1), 1–17. Retrieved from https://e-journal.bustanul-ulum.id/in
Tseng, S. C., & Hung, S. W. (2013). A framework identifying the gaps between customers’ expectations and their perceptions in green products. Journal of Cleaner Production, 59, 174–184. https://doi.org/10.1016/j.jclepro.2013.06.050
Yang, S., Song, Y., & Tong, S. (2017). Sustainable retailing in the fashion industry: A systematic literature review. In Sustainability (Switzerland) (Vol. 9, Issue 7). MDPI. https://doi.org/10.3390/su9071266
Zhang, L., Li, D., Cao, C., & Huang, S. (2018). The influence of greenwashing perception on green purchasing intentions: The mediating role of green word-of-mouth and moderating role of green concern. Journal of Cleaner Production, 187, 740–750. https://doi.org/10.1016/j.jclepro.2018.03.201
Copyright (c) 2025 Najwa Syelby Tsurayya, Erlita Ridanasti
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
