Environmental concern as a green stimulus: An S-O-R approach to sustainable fashion purchase intention in Indonesia

Fatullah Razi ()
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Fatullah Razi: LSPR Institute of Communication and Business

Priviet Social Sciences Journal, 2026, vol. 6, issue 2, 366-374

Abstract: Despite the increasing global awareness, sustainable fashion consumption remains inconsistent. This study applies the stimulus-organism-response (S-O-R) model to examine the process through which environmental concern acts as a green stimulus influencing consumers’ internal psychological activation and purchase intention. Using data from Indonesian consumers analyzed through structural equation Modeling based on Partial Least Squares (PLS-SEM), incorporating 5,000 bootstrap resamples, the findings indicate that environmental concern has a statistically significant positive effect on purchase intention (β = 0.738; t = 18.756; p 0.80, CR > 0.85, and AVE > 0.56). The findings confirm that environmental concerns function as psychological and emotional stimuli that shape sustainable purchase behavior. This study broadens the application of the S-O-R framework in sustainability research and offers practical guidance for eco-fashion marketers to design emotionally engaging green messages targeting emerging market consumers.

Keywords: Stimulus-Organism-Response; Environmental Concern; Sustainable Fashion; Purchase Intention; PLS-SEM; Indonesia (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:prv:pssjpv:1315

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DOI: 10.55942/pssj.v6i2.1315

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