The Influence of Sustainability Awareness: The Role of Subjective Norm and Perceived Behavior Control as Intervening Variables on Sustainable Fashion Purchasing Behavior through Thrifting as an Alternative Solution to Fast Fashion in Indonesia (Case Study of All Parts of Jakarta)
Keywords:
Sustainability Awareness, Subjective Norm, Perceived Behavior Control, Purchasing Behavior, ThriftingAbstract
This study examines the influence of sustainability awareness on sustainable fashion purchasing behavior, with subjective norm and perceived behavior control as mediating variables. Primary data were collected from 158 respondents who are thrifting product consumers in Jakarta. Data were analyzed using partial least square (PLS) structural equation modeling. The results show that both subjective norm and perceived behavior control significantly mediate the relationship between sustainability awareness and purchasing behavior. This indicates that sustainability awareness alone does not directly lead to sustainable purchasing, but is strengthened through social influence and consumers’ perceived control. The findings contribute theoretically by extending the application of the Stimulus-Organism-Response (SOR) framework in sustainable fashion consumption and practically by offering insights for policymakers, thrift business actors, and sustainability advocates.
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