The Influence of Social Media and Green Perceived Value on Purchase Intention to Sustainable Fashion Mediated by Enviromental Awareness in Thrifting Products as an Alternative Solution Fast Fashion (Case Study in Jakarta)

Abstract

This study aims to determine and analyze the influence of social media and green perceived value on purchase intention in sustainable fashion with environmental awareness as a mediating variable. The background of this study is the increasing consumption of fast fashion, which has a negative impact on the environment, and the low public awareness of sustainable fashion. This study uses a quantitative approach with partial least square-structural equation modeling (PLS-SEM) analysis techniques to test the relationship between variables. The research population consists of residents of the greater jakarta who have the intention but have never purchased thrifting products. The sample size used is 119 respondents obtained through purposive sampling, with data collected using a five-point likert scale questionnaire. The results of this study indicate that the influence of social media and green perceived value have a positive and significant effect on environmental awareness. The influence of social media, green perceived value, and environmental awareness have a positive and significant effect on purchase intention. Environmental awareness acts as a mediator in the relationship between the influence of social media and green perceived values on purchase intention, which has a positive and significant effect. This study contributes to the fashion industry in designing communication strategies through the use of social media and green values to increase environmental awareness. In addition, this study can also be a reference for further research on consumer purchasing behavior oriented towards sustainable fashion, especially thrifting.