Purchase Intentions for Green Apparel of Zara Indonesia

DOI

10.2991/978-94-6463-244-6_49How to use a DOI?

Keywords

Purchase Intention; Green Apparel; Green Products

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).

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Charles Eduardo
AU  - Dudi Anandya
AU  - Freddy Mutiara
PY  - 2023
DA  - 2023/09/30
TI  - Purchase Intentions for Green Apparel of Zara Indonesia
BT  - Proceedings of the 20th International Symposium on Management (INSYMA 2023)
PB  - Atlantis Press
SP  - 319
EP  - 327
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-244-6_49
DO  - 10.2991/978-94-6463-244-6_49
ID  - Eduardo2023
ER  -