The Influence of Fashion Lifestyle and Self-Concept on Sustainable Fashion Purchase Intention with Consumer Perceived Value as a Mediating Variable

Abstract

This study aims to analyze the influence of fashion lifestyle and self-concept on sustainable fashion purchase intention with consumer perceived value as a mediating variable. The population in this study is consumers in Indonesia who have an interest in sustainable fashion products. The sample used was 210 respondents. The sampling method used was purposive sampling. The data collection method used a survey method, with the research instrument being a questionnaire. The data analysis method used Partial Least Square. This study is expected to provide new insights into the factors that influence the intention to purchase sustainable fashion products, as well as the role of consumer perceived value as a mediator. The findings are expected to contribute to the development of marketing strategies that support sustainability in the fashion industry, while encouraging increased consumer awareness of the importance of environmentally friendly consumption.