The Influence of Green Marketing, Environmental Awareness, and Consumer Attitude on Generation Z Consumers’ Purchase Intention toward Sustainable Fashion Products in Jakarta

Abstract

This study aims to examine the influence of green marketing, environmental awareness, and consumer attitudes on purchase intention toward sustainable fashion products among Generation Z. Sustainability issues in the fashion industry have become increasingly critical due to rising textile waste, growing demands for responsible production practices, and the widening gap between environmental concern and actual purchasing behavior. The research adopts a positivist paradigm with a quantitative approach using a cross-sectional causal survey design. A purposive sampling technique was employed to collect data from 120 Generation Z respondents through a structured questionnaire measured using a 1–5 Likert scale. Data analysis was conducted using Partial Least Squares–Structural Equation Modeling (PLS-SEM), covering both the measurement model and the structural model. The empirical results indicate that green marketing does not have a significant effect on purchase intention (β = 0.036, t = 0.592, p = 0.555). In contrast, environmental awareness has a positive and significant effect on purchase intention (β = 0.248, t = 3.186, p = 0.002). Furthermore, consumer attitude emerges as the most dominant and significant predictor (β = 0.684, t = 9.682, p < 0.001). These findings underscore the importance of strengthening positive consumer attitudes and environmental knowledge in encouraging sustainable fashion purchasing behavior..