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This is a Quantitative study (also classified as: Observational).

September 10, 2025Edelweiss Applied Science and TechnologyOpen Access

Factors influencing green purchase intention in fashion: Environmental knowledge, green marketing, social influence, and eWOM

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Social influence significantly impacts green purchase intention, highlighting the importance of peer dynamics.
Results indicate that environmental knowledge and green marketing do not strongly influence green purchase intention among Gen Z.
Data collection involved 425 Gen Z Indonesian workers, all aged 15 to 24, using an online survey method.
Sustainable fashion brands should focus on influencer marketing and community engagement for better consumer response.

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Implication

Cross-sectional analysis reveals social influence and eWOM significantly boost green purchase intention in Gen Z, suggesting an emphasis on community-driven marketing.

Cite This Study

Yoharis et al. (2025) studied this question.

synapsesocial.com/papers/68c1dd9254b1d3bfb60fbf9a https://doi.org/10.55214/2576-8484.v9i8.9688

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Implication

Cross-sectional analysis reveals social influence and eWOM significantly boost green purchase intention in Gen Z, suggesting an emphasis on community-driven marketing.

Factors influencing green purchase intention in fashion: Environmental knowledge, green marketing, social influence, and eWOM

Key Points

Discussion

Implication

Cite This Study

Factors influencing green purchase intention in fashion: Environmental knowledge, green marketing, social influence, and eWOM

Key Points

Discussion

Implication

Cite This Study

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