Purchase Intentions for Green Apparel of Zara Indonesia

Eduardo, Charles and Anandya, Dudi and Mutiara, Freddy (2023) Purchase Intentions for Green Apparel of Zara Indonesia. In: Proceedings of the 20th International Symposium on Management (INSYMA 2023), 15-19 March 2023, Bangkok, Thailand.

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Official URL / DOI: https://doi.org/10.2991/978-94-6463-244-6_49


This study aims to examine the factors influencing the purchase inten- tion 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).

Item Type: Conference or Workshop Item (Paper)
Uncontrolled Keywords: Purchase Intention; Green Apparel; Green Products
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HT Communities. Classes. Races
Divisions: Faculty of Business and Economic > Department of Management
Depositing User: DUDI ANANDYA
Date Deposited: 13 Oct 2023 02:18
Last Modified: 13 Oct 2023 02:18
URI: http://repository.ubaya.ac.id/id/eprint/45105

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