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Purchase Intentions for Green Apparel of Zara Indonesia

In: Proceedings of the 20th International Symposium on Management (INSYMA 2023)

Author

Listed:
  • Charles Eduardo

    (University of Surabaya)

  • Dudi Anandya

    (University of Surabaya)

  • Freddy Mutiara

    (University of Surabaya)

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).

Suggested Citation

  • Charles Eduardo & Dudi Anandya & Freddy Mutiara, 2024. "Purchase Intentions for Green Apparel of Zara Indonesia," Advances in Economics, Business and Management Research, in: Werner Ria Murhadi & Dudi Anandya & Noviaty Kresna Darmasetiawan & Juliani Dyah Trisnawati & Putu An (ed.), Proceedings of the 20th International Symposium on Management (INSYMA 2023), pages 319-327, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-244-6_49
    DOI: 10.2991/978-94-6463-244-6_49
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