What question did this study set out to answer?

This research aims to identify factors influencing green apparel purchase intention and behavior in Indonesia, integrating psychological and value-based constructs.

April 7, 2026SHILAP Revista de lepidopterologíaOpen Access

Drivers of Green Apparel Purchase in Indonesia: Willingness to Pay as a Moderator

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Authors

AZAbdullah Dawamuz ZikriUniversity of Indonesia SHSri Rahayu Hijrah HatiUniversity of Indonesia

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Implication

Quantitative research investigates factors impacting green apparel purchases in Indonesia, suggesting implications for sustainable fashion businesses.

Key Points

This research aims to identify factors influencing green apparel purchase intention and behavior in Indonesia, integrating psychological and value-based constructs.
Surveyed 496 Indonesian consumers to gather data on green apparel purchasing.
Applied Structural Equation Modeling - Partial Least Squares (SEM-PLS) for analysis.
Integrated the Theory of Planned Behavior (TPB) with additional factors like trust and environmental knowledge.
Green purchase value significantly affects trust and attitude.
Perceived consumer effectiveness, environmental concern, and knowledge impact attitude and subjective norms.
Subjective norms strongly predict green purchase intention, which influences actual purchase behavior.
Willingness to pay moderates the link between purchase intention and behavior.

Cite This Study

Zikri et al. (2026) studied this question.

synapsesocial.com/papers/69d49f44b33cc4c35a227bad https://doi.org/10.21512/bbr.v17i1.14009

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Implication

Quantitative research investigates factors impacting green apparel purchases in Indonesia, suggesting implications for sustainable fashion businesses.

Drivers of Green Apparel Purchase in Indonesia: Willingness to Pay as a Moderator

Discussion

Member takes

Implication

Key Points

Cite This Study

Drivers of Green Apparel Purchase in Indonesia: Willingness to Pay as a Moderator

Discussion

Member takes

Implication

Key Points

Cite This Study

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