Sustainability Efforts in Eco-Fashion Industry: Consumer Perception Trust and Purchase Intention

Tarisya Rizki  Ramadina; Mahir  Pradana; Rd. Nurafni  Rubiyanti

doi:10.55927/ajma.v4i3.14809

Authors

Tarisya Rizki Ramadina Telkom University
Mahir Pradana Telkom University
Rd. Nurafni Rubiyanti Telkom University

DOI:

https://doi.org/10.55927/ajma.v4i3.14809

Keywords:

Eco-fashion, Sustainability Fashion, Social Responsibility, Trust, Attitude

Abstract

The sustainable fashion industry is experiencing rapid growth as consumer awareness of environmental issues increases. This study aims to analyze the influence of Social Responsibility on Purchase intention in sustainable fashion products, with Trust, Attitude, and Perceived Consumer Effectiveness (PCE) as the mediating variables. The object of the research is consumers of Eiger eco-fashion products in Indonesia. The method used is explanatory quantitative with an online survey approach and Partial Least Square (PLS-SEM) analysis techniques. The sample amounted to 200 respondents who were selected using purposive sampling. The results of the study show that Social Responsibility has a positive effect on Trust, Attitude, and PCE. In addition, Trust and Attitude have a significant effect on Purchase intention, while PCE also makes a positive contribution. This research provides practical implications for companies in strengthening sustainability strategies to increase consumer buying intentions, while enriching the academic literature on sustainable consumer behavior in Indonesia.

Downloads

Download data is not yet available.

References

Ajzen, I. (1991a). The Theory of Planned Behavior. Organizational Behavior and Human Decision Processes, 50.

Ajzen, I. (1991b). The Theory of Planned Behavior. Organizational Behavior and Human Decision Processes. 50.

Aprianti, F., Rahayu, M., & Widodo, W. (2021). The influence of green Trust and green Attitude on green Purchase intention. Jurnal Ilmu Manajemen, 9(1), 45–54.

Arli, D., Tan, L. P., Tjiptono, F., & Yang, L. (2021). Exploring consumers’ Purchase intention toward sustainable products. Journal of Consumer Behaviour, 20(4), 1159–1174.

Baek, E., & Lee, H. J. (2023). Consumer perception of sustainable fashion and the impact on purchase behavior. Fashion and Textiles, 10(2), 1–16.

Baek, E., & Lee, H. J. (2025). Perceived Consumer Effectiveness and green purchasing intention: the mediating role of Attitude. International Journal of Consumer Studies.

Bhatt, N., & Shiva, M. (2020). Attitudes and behavior of consumers towards sustainable fashion. International Journal of Research in Marketing Management and Sales, 2(2), 12–18.

Casais, B., & Ferreira, J. (2023). Corporate Social Responsibility and consumer Trust in fashion brands. Sustainability, 15(4), 2542.

Chan, T. Y., Wong, C. W. Y., & Lee, S. H. (2022). Sustainable consumption and Attitude: green fashion in emerging markets. Journal of Retailing and Consumer Services, 67, 102963.

Chandra, Y. U., & Indrawati, R. (2023). Purchase intention on eco-friendly fashion: a TPB approach. Jurnal Manajemen Bisnis, 20(2), 123–135.

Chaturvedi, A., Kumari, S., & Yadav, R. (2023). Green signaling and sustainable consumption in fashion industry. Journal of Retailing and Consumer Services, 71, 103202.

Dang, C. T., Nguyen, N. V., & Tran, T. P. (2020). CSR perception and consumer effectiveness: the mediating role of Attitude. Journal of Business Ethics, 164(3), 471–485.

Djaali. (2020). Psikologi pendidikan. Jakarta: Bumi Aksara.

Elkington, J. (1997). Cannibals with forks: The triple bottom line of 21st century business. Oxford: Capstone.

Euromonitor. (2022). Consumer trends in Southeast Asia.

Fishbein, M., & Ajzen, I. (1975). Belief, Attitude, intention, and behavior: an introduction to theory and research. Reading, MA: Addison-Wesley.

Gunawan, V. A., & Bernarto, I. (2021). Impact of CSR, general Attitude, Trust and PCE on Purchase intention (case of H&M customers in Jabodetabek). Indonesian Marketing Journal, 1(1), 15–25.

Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2021). A primer on partial least Squares structural equation modeling (PLS-SEM) (3rd ed.). Thousand Oaks, CA: SAGE Publications.

Hanifah, N. (2020). Implementasi sustainable fashion dalam industri tekstil Indonesia. Jurnal Ekonomi Kreatif, 5(2), 98–107.

IPCC. (2023). Climate change 2023: Synthesis report. Intergovernmental Panel on Climate Change.

Jahnert, A., Bode, C., & Petersen, B. (2025). The role of Perceived Consumer Effectiveness in sustainable clothing. Journal of Consumer Psychology, 35(1), 50–63.

Jamal, A., Peattie, K., & Peattie, S. (2021). Sustainable marketing and consumer response. Journal of Strategic Marketing, 29(3), 225–239.

Joy, A., & Peña, C. (2022). Sustainable fashion: a global review. Fashion Theory, 26(5), 589–610.

Jung, H., Kim, H., & Oh, H. (2021). CSR and Purchase intentions in sustainable fashion: the moderating role of demographics. Sustainability, 13(11), 5974.

Kang, J., & Hustvedt, G. (2014). Building Trust between consumers and corporations: the role of CSR and transparency. Journal of Retailing and Consumer Services, 21(4), 607–614.

Katadata Insight Center. (2021). Tren produk ramah lingkungan di kalangan konsumen Indonesia.

Kementerian Perindustrian RI. (2024). Laporan perkembangan industri tekstil dan pakaian jadi triwulan I 2024.

Kotler, P., & Keller, K. L. (2021). Marketing management (16th ed.). Pearson Education.

Kozlowski, A., Searcy, C., & Bardecki, M. (2019). Environmental impacts of the fashion industry. Journal of Cleaner Production, 219, 476–488.

Kumar, V., & Ghodeswar, B. (2020). Sustainable consumption in emerging markets. International Journal of Retail & Distribution Management, 48(4), 377–397.

Lee, H. J., & Yun, Z. S. (2022). The moderating effect of Perceived Consumer Effectiveness on Attitude and green purchasing intention. Journal of Business Research, 139, 1278–1287.

Li, G., Sun, Y., & Wu, H. (2021). Attitude toward sustainability and consumer Trust in green brands. Journal of Consumer Behaviour, 20(2), 242–257.

Maulidan, R., Hadiyati, E., & Firmansyah, R. (2021). Greenwashing and consumer Trust: a study on fashion industry. Jurnal Manajemen Indonesia, 19(3), 210–221.

Moslehpour, M. (2018). Purchase intention in the green product category. International Journal of Environmental Research, 12(2), 103–116.

Mukendi, A., Davies, I., Glozer, S., & McDonagh, P. (2020). Sustainable fashion consumption in emerging markets. Journal of Business Research, 117, 620–628.

Neumann, H. L., Martinez, L. M., & Martinez, L. F. (2021). Sustainability efforts in the fast fashion industry: consumer perception, Trust and Purchase intention. Journal of Cleaner Production, 278, 123806.

Nielsen Indonesia. (2022). Laporan green consumer behavior Indonesia 2022.

Niinemäki, K., Peters, G., Dahlbo, H., Perry, P., Rissanen, T., & Gwilt, A. (2020). Environmental impact of the global fashion industry. Nature Reviews Earth & Environment, 1(4), 189–200.

Novita Damayanti, & Dewi, F. (2021). Corporate Social Responsibility dan dampaknya terhadap Purchase intention. Jurnal Ekonomi dan Bisnis, 12(3), 217–230.

Nurlaela, S., & Ichsan, M. (2022). Perkembangan brand lokal eco-fashion di Indonesia. Jurnal Desain Produk, 3(2), 45–55.

Pakpahan, A. K., & Sembiring, R. J. (2022). Faktor determinan Trust, Attitude, dan Perceived Consumer Effectiveness dalam konteks green fashion. Jurnal Ilmu Sosial dan Humaniora, 11(1), 55–67.

Park, H. J., & Lin, L. M. (2020). Sustainable consumption behavior in fashion: roles of values, self-identity and moral obligation. Journal of Retailing and Consumer Services, 56, 102159.

PT Eigerindo Multi Produk Industri. (2023). Eiger sustainability report 2023.

Rahman, S., & Reynolds, D. (2020). Impact of Social Responsibility communication on Trust and Purchase intention. Journal of Marketing Communications, 26(1), 33–53.

Sadiq, M., Bharti, K., & Natrajan, S. (2022). Consumer Trust and CSR in sustainable fashion. Journal of Consumer Behaviour, 21(3), 501–515.

Schrader, U., & Thøgersen, J. (2021). Sustainable consumer behavior: framework and findings. International Journal of Consumer Studies, 45(3), 385–398.

Shimul, A. S., Phau, I., & Lwin, M. (2022). Attitude–behavior gap in ethical consumption. Journal of Consumer Marketing, 39(4), 407–419.

Simamora, B. (2024). Perilaku konsumen dan strategi pemasaran. Jakarta: Gramedia Pustaka Utama.

Solomon, M. R. (2020). Consumer behavior: buying, having, and being (13th ed.). Pearson Education.

Statista. (2023). Global willingness to pay for sustainable products.

Stylo.grid.id. (2023a). Tren sustainable fashion di Indonesia.

Stylo.grid.id. (2023b). Minat konsumen terhadap fashion ramah lingkungan.

Sugiyono. (2019). Metode penelitian kuantitatif, kualitatif, dan R&D. Bandung: Alfabeta.

Sun, Y., Liu, Y., & Wu, H. (2023). Transparency, Trust, and Purchase intention in green fashion marketing. Journal of Business Ethics, 180(2), 345–362.

Thorisdottir, T. S., & Johannsdottir, L. (2020). CSR in the fashion industry: perceptions and impact. Sustainability, 12(21), 9151.

Tjokrosoeharto, H., & Paramita, A. (2021). Attitudes towards sustainable fashion and Purchase intention. Jurnal Ilmu Sosial dan Ilmu Politik, 24(2), 154–168.

Tusholihah, L., & Nora, L. H. (2025). Perceived Consumer Effectiveness terhadap niat beli produk ramah lingkungan. Jurnal Psikologi Konsumen, 5(1), 1–12.

Utkars, M., & Singh, R. (2023). CSR engagement and Purchase intention in fashion brands. Journal of Consumer Behaviour, 22(1), 34–45.

Valerie Aurora Gunawan, & Bernarto, I. (2021). Impact of CSR, general Attitude, Trust and PCE on Purchase intention. Indonesian Marketing Journal, 1(1), 22–33.

Wei, H., Lee, K., & Choi, Y. (2023). Generation Z and green consumption: role of Trust and PCE. Journal of Retailing and Consumer Services, 70, 103051.

Yu, J., Zhang, Y., & Chen, L. (2024). CSR and Attitude toward sustainable fashion in China. Journal of Business Research, 156, 113495.