The Influence of Knowledge and Awareness on Purchase Intention of Second-hand Fashion through Attitude as a Mediation Variable (Case Study in Greater Jakarta)
DOI:
https://doi.org/10.70550/belacoss.v1i6.499Keywords:
Knowledge, Awareness, Attitude, Purchase Intent, Used ClothingAbstract
This study aims to analyze the influence of knowledge and awareness on second-hand fashion purchase intent with attitude as a mediating variable. The background of the research is the increasing consumption of fast fashion which has a negative impact on the environment and the low public awareness of sustainable fashion. The study uses a quantitative approach with the Partial Least Square (PLS) analysis technique. The research population is the people of Greater Jakarta who have an interest but have never bought second-hand fashion products. A sample of 140 respondents was obtained through the purposive sampling method, with data collected using a five-point Likert scale questionnaire and analyzed through SmartPLS 4.1. The results of the study show that knowledge does not have a significant effect on attitude, while awareness has a positive and significant effect on attitude. Attitude has also been shown to have a significant effect on purchase intention. In addition, knowledge has a positive and significant effect on purchase intention, while awareness has no significant effect. The mediation analysis shows that attitude only mediates the relationship between knowledge and purchase intention, but does not mediate the relationship between awareness and purchase intention. This research contributes to the fashion industry in designing communication strategies to increase consumer knowledge and awareness, as well as becoming a reference for future research on environmentally conscious consumer behavior.
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