Green Brand Knowledge as a Driver of Sustainable Fashion Consumption: The Intervening Role of Attitude

Aqila Shifa Nayori; Maulana Agung; Prasetya Nugeraha

doi:10.63922/ijebir.v5i03.3290

Aqila Shifa Nayori Social Science and Political Science Faculty, Lampung University, Bandar Lampung Indonesia
Maulana Agung Social Science and Political Science Faculty, Lampung University, Bandar Lampung Indonesia
Prasetya Nugeraha Social Science and Political Science Faculty, Lampung University, Bandar Lampung Indonesia

DOI: https://doi.org/10.63922/ijebir.v5i03.3290

Keywords: Green Brand Knowledge, Attitude Toward Green Product, Green Purchase Intention, Sustainable Fashion

Abstract

In Indonesia’s sustainable fashion sector, a notable intention–behavior gap remains evident, as heightened environmental awareness among consumers does not always lead to corresponding purchasing actions. Addressing this issue, the present study investigates how awareness of eco-friendly brands influences environmentally purchase intention, incorporating attitudes toward environmentally products into a mediating element within a sustainable fashion brand called Sejauh Mata Memandang. A statistical methodology was employed, surveying 97 participants, and assessed through SEM-PLS. The outcomes highlight the knowledge of eco-friendly brands significantly and positively influence attitudes towards these products, in addition to directly increasing purchase intention. Furthermore, attitudes toward eco-friendly products serves a crucial part in strengthening purchase intention and serves as an essential intermediary in the relation across awareness of eco-friendly brands and environmentally conscious purchase intention. Cumulatively, these accomplishments exemplify consumers’ cognitive grasp of a company’s ecological attributes is instrumental in cultivating positive evaluations that ultimately translate into sustainable purchase motivations.

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