Green Marketing and Environmental Knowledge as a Drivers of Green Purchase Behavior: A Study of Instagram Followers of Thriftshop in Malang

The purpose of this study is to address issues surrounding the existence of products that are deemed greener and more ecologically friendly than those found at secondhand stores. The quick fashion movement, which has detrimental effects on the environment and the sustainability of natural resources, can be countered by the phenomena of thrifting. Additionally, by examining the environmental awareness of Malang City’s thrift store Instagram followers, one can ascertain the impact of green marketing on environmentally conscious consumer behavior. Purposive sampling was the method employed, and 225 Malang City thrift store followers who had bought and utilized thrift store goods were included in the sample. Partial Least Squares (PLS-SEM) with SmartPLS 4.0 software is used in statistical analysis. According to the study’s findings, goods from thrift stores are thought to be more sustainable and safer. Thrift stores benefit greatly from Instagram’s social media presence when it comes to selling their goods online. Through environmental understanding, green marketing has a good and considerable impact on green purchasing behavior. Businesses involved in the thrifting industry, particularly in Indonesia, such as thriftshops, can enhance their green marketing tactics to the advantage of customers, the company’s reputation, and the environment.