Factors Influencing Consumer Buying Eco Friendly Fashion impacting on Behaviors (E-WOM and Willingness to Pay)

Djayapranata, Grace Felicia and Setyawan, Andhy (2023) Factors Influencing Consumer Buying Eco Friendly Fashion impacting on Behaviors (E-WOM and Willingness to Pay). In: Proceedings 2023 MAG Scholar Conference in Business, Marketing & Tourism, 7-9 November 2023, Denpasar, Bali.

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Abstract

The Covid-19 pandemic has disrupted various industries, including fashion, but there is optimism for sustainability growth. A McKinsey study shows 57% of consumers acknowledging the pandemic's impact, emphasizing a commitment to minimizing environmental harm (Jatmika and Agung, 2022). Consumer behavior has shifted amid the pandemic, prioritizing factors like material type, brand reputation, and corporate ethics. Public attention, trust, and social influence on ethical and environmental matters are crucial for understanding consumer purchase intention (PIEF) and willingness to pay (WTP).

Item Type:	Conference or Workshop Item (Paper)
Uncontrolled Keywords:	Marketing; Strategic; Eco-friendly fashioned
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	Faculty of Business and Economic > Department of Management
Depositing User:	Ester Sri W. 196039
Date Deposited:	14 Mar 2025 07:52
Last Modified:	14 Mar 2025 07:52
URI:	http://repository.ubaya.ac.id/id/eprint/48217

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