Eco-fashion addresses the fashion industry’s environmental harms by adopting sustainable materials and cleaner production. This study develops marketing strategies for Indonesian Gen Y and Z using Structural Equation Modeling (SEM) and the VIKOR decision method. SEM shows environmental concern, altruism, social influence, and eWOM significantly raise purchase intention and willingness to pay. Multi-group results reveal few cohort differences, except purchase intention drives eWOM more strongly for Gen Y. VIKOR prioritizes collaborations with sustainability-focused influencers, social-media campaigns, and transparent communication of sustainability values. Overall, the integrated approach offers actionable guidance to expand eco-fashion’s market share and encourage sustainable consumption in Indonesia.
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Ardi et al. (2026) studied this question.
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