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December 19, 2025Journal Research of Social Science Economics and ManagementOpen Access

The Influence of Green Skepticism on Purchase Intention in Fast Fashion in Indonesia: The Role of Brand Loyalty as a Moderator

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Authors

ALAldi Mahardika LexmanaIFIsmail FikriVPVania Utami Putri

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Overview

Survey reveals green skepticism negatively affects purchase intention in fast fashion, highlighting brand loyalty's role in this relationship.

Key Points

  • This research investigates how green skepticism influences purchase intention in fast fashion in Indonesia, focusing on brand loyalty as a moderating factor.
  • Quantitative approach using survey design
  • Sample of 385 fast fashion consumers in Indonesia aged 18-45
  • Data collected via an online questionnaire using a 5-point Likert scale
  • Data analyzed with Structural Equation Modeling (SEM) in SmartPLS 4.0
  • Green skepticism has a significant negative effect on purchase intention (?=-0.347; p<0.001)
  • Brand loyalty moderates the relationship, weakening the negative effect of skepticism (?=0.285; p<0.001)
  • The model explains 68.4% of the variance in purchase intention

Cite This Study

Lexmana et al. (2025) studied this question.

synapsesocial.com/papers/69449a922f0218eca9508760https://doi.org/10.59141/jrssem.v5i5.1247
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  4. 4The Influence Of Fashion Orientation On The Choice Of Fast Fashion And Sustainability Fashion On The Buying Intention Of Indonesian Consumers2024
  5. 5From impulse to wardrobe: understanding the factors influencing fast fashion consumer purchasing decisions2026