Purchase Intentions for Green Apparel of Zara Indonesia

Charles Eduardo, Dudi Anandya and Freddy Mutiara ()
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Charles Eduardo: University of Surabaya
Dudi Anandya: University of Surabaya
Freddy Mutiara: University of Surabaya

A chapter in Proceedings of the 20th International Symposium on Management (INSYMA 2023), 2024, pp 319-327 from Springer

Abstract: Abstract This study aims to examine the factors influencing the purchase intention of Zara Indonesia’s green apparel. 224 respondents who purchased Zara Indonesia, especially the eco-friendly clothing collection (JOIN LIFE), in the last six months and live in Indonesia were involved in this study. The analytical method used in this study was SEM (Structural Equation Modeling) AMOS which goes through two stages: the Measurement Model and the Structural Model. The results of this study indicate that there are two unsupported hypotheses and three supported hypotheses. Two unsupported hypotheses are H3(+) PBC - > PI, H5(+) EC - > PI. Three supported hypotheses are H1(+) ATT - > PI, H2(+) SN - > PI, and H4(+) WTP - > PI. The variable that has the greatest influence or significance on Purchase Intention (PI) is the Subjective Norm (SN).

Keywords: Purchase Intention; Green Apparel; Green Products (search for similar items in EconPapers)
Date: 2024
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DOI: 10.2991/978-94-6463-244-6_49

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