The Effect of Green Trust and Attitude Toward Purchasing Intention of Green Products: A Case Study of the Green Apparel Industry in Indonesia

• 발행기관: 한국유통과학회
• 저자명: Vika APRIANTI Ratih HURRIYATI Vanessa GAFFAR Lili Adi WIBOWO
• 간행물 정보: 『The Journal of Asian Finance, Economics and Business(JAFEB)』Vol. 8 No.7, 235~244쪽, 전체 10쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2021.07.30

영문 초록

This study aims to determine the behavior of consumer interest in sustainable fashion products in Indonesia and the factors that influence it. Personal values, Green Trust, and attitude toward green products are studied to get a proper picture of the ethical behavior of consumers. The method used is the Structural Equation Model (SEM) technique using AMOS 23 software. A sample of 103 participants used the convenience sampling technique. The study results show that green trust and attitude toward green products successfully mediate personal value and green purchase intention on ethical fashion products in Indonesia. In this study, it was found that personal values cannot directly influence the purchase intention of sustainable fashion products. The influence of Personal Value must first be mediated by green trust or attitude toward green products to further influence green purchase intention of ethical fashion products in Indonesia. This is not in line with previous studies. Indicators of personal values such as self-transcendence, self-enhancement, conservation, and openness directly cannot predict the behavior of purchase intentions for sustainable fashion products in Indonesia. From the descriptive conclusion of the data obtained, there are various types of meanings of individual values, and fashion consumers in Indonesia are more affected by contextual factors.

목차

1. Introduction

2. Literature Review

3. Methodology

4. Results

5. Discussion and Implication

6. Conclusion

키워드

Personal Value Green Trust Attitude Green Purchase Intention Ethical Fashion