Analisis Niat Beli Produk Fashion Ramah Lingkungan
(Studi Empiris Konsumen Fashion Brand H&M)
Abstract
This study aims to evaluate the influence of green advertising, brand image, and environmental awareness on the purchase intention of green products from fashion brand H&M in Yogyakarta City, Indonesia. Using a quantitative approach, data was collected through a questionnaire distributed to 225 respondents using Google Forms. Data analysis was conducted using Smart-PLS to test the validity, reliability, and causal relationships between variables. The results showed that green advertising and green brand image significantly increased environmental awareness and green purchase intention. Environmental awareness was also shown to act as a mediator in the relationship between green advertising and green brand image with green purchase intention. The findings imply that companies should consider marketing strategies integrating green elements to attract environmentally conscious consumers. This research provides important insights for companies in the fashion industry that seek to increase sales of green products through environmentally responsible advertising and brand image
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