scholarly journals The Antecedents of Slow Fashion Product Purchase Decision Among Youth in Bandung, Jakarta, and Surabaya

2020 ◽  
Author(s):  
Dandy Aldilax ◽  
Pri Hermawan ◽  
Lidia Mayangsari
Keyword(s):  
Peer Influence ◽  
Influencing Factor ◽  
Apparel Industry ◽  
Green Marketing ◽  
Purchase Decision ◽  
Environment Friendly ◽  
Environmental Friendly ◽  
Global Trend ◽  
Green Behavior ◽  
Slow Fashion

The global trend of apparel industry is having positive correlation with Indonesia fashion retail trend. Recently, there has been growing in awareness among Indonesia consumer about environment make slow fashion product become more popular. However, there are lack of empirical evidence about Indonesian consumers’ slow fashion purchase decision and environment-friendly attitudes. This research aim to investigate the influencing factor of slow fashion product purchase decision among Indonesian youth. Based on the result, researcher can determine influencing factor of slow fashion product purchase decision. This research used quantitative approach through questionnaire with total 250 respondents ranging age 18-24 in 3 major cities in Indonesia which is Bandung, Jakarta, and Surabaya. In investigating the influencing factors, researcher gain four hypothesis from literature review. The factor tested in this research are personal environmental norms, past environmental friendly behaviour, green marketing, and peer influence in green context. The result of the study shows only peer influence in green context has significant correlation to slow fashion product purchase decision. This study is important to understand customer behaviour in slow fashion product and help marketer to find right marketing strategy. Keywords: Purchase Decision; Slow Fashion; Indonesian Youth; Green Behavior; Environmental Friendly Attitudes

PENGARUH GREEN MARKETING DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK ORIFLAME PURWAKARTA

2020 ◽  
Vol 7 (1) ◽  
pp. 63-67
Author(s):  
Amna Mawardi
Keyword(s):  
Data Collection ◽  
Product Quality ◽  
Positive Impact ◽  
Consumer Products ◽  
Economic Situation ◽  
Green Marketing ◽  
Purchase Decision ◽  
Purposive Sampling

The Research aimed to determine factors that influencing the purchase decision of oriflame’s product. This research was take in two variables that affect the decision to purchase the green marketing (X1) and Product Quality (X2). Data collection using non-probability technique and the kind of the purposive sampling spread at les 100 respondents in Purwakarta that are active and ever of Oriflame’s consumer products. The research analyzed through the software SPSS 22. The outcome of this research, in partial such green marketing and the product quality have had a significant positive impact of the purchase decision. The whole dependent variable simultaneously influence of the purchase decision with F value count 55,587 and the economic situation of significant 0,000 < 0.05. R square value showed the results of 0,534 having meaning that whole of dependent variable influential simultaneously as many as 53,4 %.

scholarly journals The main directions of development for light industry enterprises in the context of a pandemic

2021 ◽  
Vol 6 (1) ◽  
Author(s):  
Olga Medvedeva ◽  
Elena Rykova
Keyword(s):  
Marketing Research ◽  
Global Network ◽  
Light Industry ◽  
Russian Market ◽  
Global Trend ◽  
Internet Application ◽  
Four Levels ◽  
Global Statistics ◽  
Slow Fashion ◽  
Source Of Information

The article considers the actual factors for the development of light industry enterprises – the transition of the interaction of the "producer-consumer" system to the digital space using the Internet; application of the customization function in the production of light industry goods and the development of a model of conscious consumption. The presented results of marketing research demonstrate the interest in fashion of a larger number of consumers under 35 years old and confirm the global trend of interest in the global network as the main source of information about fashion. The results obtained reflect the global statistics on consumer awareness of fashion innovations and new products that they receive from the worldwide Internet. The desire to integrate the consumer and the manufacturer using online channels is relevant and in demand both in the global and in the Russian market, based on which we can talk about the use of modern means of interaction. Active segmentation of the market leads to the fact that the consumer becomes more differentiated in terms of their values and tastes, social and demographic status, which in turn changes the demand: it goes from mass to the category of segmented. The authors considered the emergence of the phenomenon of mass customization in global practice and the main approaches to using this tool in the market. Customization is a tool by which the manufacturer and the client come to a common decision regarding the finished product. It was found that economists Joseph Pine II and James H. Gilmore propose four levels of customization, which are called collaborative, adaptive, cosmetic, transparent (joint, adaptive, cosmetic, transparent), respectively, which most fully reflects the levels of implementation of customization in mass production. In this article, the authors review the experience of the two largest sports goods manufacturers in the field of sustainable production and consider the new direction of "slow fashion" (slow fashion) as the basis for the introduction of the customization function.

Antecedents to organic cotton clothing purchase behaviour: study on Indian youth

2017 ◽  
Vol 21 (1) ◽  
pp. 51-69 ◽  
Author(s):  
Arpita Khare ◽  
Geetika Varshneya
Keyword(s):  
College Students ◽  
Peer Influence ◽  
Demographic Variables ◽  
Environment Friendly ◽  
Content Type ◽  
Metropolitan Cities ◽  
Consumer Segment ◽  
Behaviour Study ◽  
Buying Behaviour ◽  
Apparel Manufacturers

Purpose The purpose of this paper is to examine influence of past environment-friendly behaviour, peer influence and green apparel knowledge in the context of organic clothing purchase behaviour. Design/methodology/approach Data were collected by means of a survey carried out in three major metropolitan cities and a sample of total 889 respondents was collected who were college students in India. Findings Past environment-friendly behaviour influenced Indian youth’s organic clothing purchase behaviour. Green apparel knowledge and peer influence, interestingly, had no impact on organic clothing purchase behaviour. Research limitations/implications The sample was limited to students who had past experience with green products. This was deliberately done as the objective was to examine the influence of past environment-friendly behaviour and green apparel knowledge on organic clothing purchase behaviour. Youth with limited awareness about organic clothing were not contacted. This restricted the findings to a specific youth segment. Further, the study was limited to Indian youth and did not examine the purchase behaviour of other consumer segments. Demographic variables were not used for analysis as only purchase behaviour of young people as a consumer segment was studied. Practical implications The findings can be used by organic apparel manufacturers in marketing organic clothing brands to the Indian youth. Organic clothing can be positioned to emphasise green values and distinct lifestyle for environment-conscious youths. Initiatives like celebrity talk-shows, organic clothing exhibitions, and launch of organic clothing designer brands can be used to promote organic apparel. College students can be used as opinion leaders to communicate benefits of organic clothing and inculcate green values among larger population. Originality/value Organic products and brands are becoming popular among Indian consumers. There has been limited research on the subject of youths’ purchase behaviour of organic clothing to date. Companies trying to launch organic clothing brands in the country may find the results helpful in understanding green buying behaviour.

scholarly journals The Effect of Green Marketing, Brand Image, and Atmosphere Store On Purchasing Decisions In Arei Adventure Store Surabaya 3

2020 ◽  
Vol 1 (3) ◽  
Author(s):  
Yanuar Bachrul Aqsony ◽  
Santirianingrum Soebandhi ◽  
Ani Wulandari
Keyword(s):  
Data Collection ◽  
Analytical Method ◽  
Research Method ◽  
Brand Image ◽  
Green Marketing ◽  
Purchase Decision ◽  
Test Results ◽  
Purchasing Decisions ◽  
Independent Variables ◽  
Marketing Activities

Purchasing decisions are one thing that is very influential in a product. Many factors influence purchasing decisions, including green marketing activities, brand image, and store atmosphere. The purpose of this study was to determine how the influence of green marketing, brand image, and store atmosphere both simultaneously and partially on purchasing decisions at Arei Adventure Store Surabaya 3. Data collection used was a questionnaire. The research method employed a random sample of 101 people. The analytical method mobilized was SPSS 24. The results of this study indicated that the independent variables simultaneously influence the dependent variable. This was evidenced from the significance value of 0,000 or less than 0.05 and F count = 27.791 while the F value was obtained at 2.70. Thus F count 27.791> F table 2.70. However, partially the green marketing variable was not significant to the purchase decision because the test results showed the value of t count = 1.425 0.05.

scholarly journals The Effect of Green Marketing, Brand Awareness and Price Perception on Purchase Decision

2019 ◽  
Vol 4 (3) ◽  
pp. 75-83
Author(s):  
Alviccenia Lailatul Mukaromah ◽  
I Gusti Ngurah Agung Eka Teja Kusuma ◽  
Ni Putu Nita Anggraini
Keyword(s):  
Green Marketing ◽  
Brand Awareness ◽  
Purchase Decision ◽  
Price Perception

scholarly journals PENGARUH GREEN MARKETING TERHADAP PURCHASE DECISION YANG DIMEDIASI OLEH BRAND IMAGE (Studi pada AMDK Ades di Kota Denpasar)

2021 ◽  
Vol 10 (5) ◽  
pp. 479
Author(s):  
Yolanda Averina Rayon ◽  
I Gst. Ngurah Jaya Agung Widagda
Keyword(s):  
Brand Image ◽  
Green Marketing ◽  
Purchase Decision ◽  
Purposive Sampling

Munculnya isu pencemaran lingkungan menuntut masyarakat menjadi semakin pandai menentukan pilihannya dalam mengonsumsi produk-produk yang aman terhadap lingkungan. Persepsi konsumen yang ditimbulkan dari adanya kegiatan green marketing dianggap penting karena dapat meningkatkan citra dari suatu perusahaan. Penelitian ini bertujuan untuk mengetahui pengaruh green marketing terhadap purchase decision yang dimediasi oleh brand image. Penelitian dilakukan di Kota Denpasar dengan menggunakan produk AMDK Ades sebagai objek penelitian. Penelitian ini melibatkan 117 responden dengan metode purposive sampling. Pengumpulan data dilakukan dengan menggunakan kuesioner yang disebarkan melalui google forms. Adapun teknik analisis data yang digunakan dalam penelitian ini yaitu analisis jalur dan uji sobel. Hasil penelitian ini menunjukkan bahwa green marketing berpengaruh positif dan signifikan terhadap purchase decision. Green marketing berpengaruh positif dan signifikan terhadap brand image. Brand image berpengaruh positif dan signifikan terhadap purchase decision. Brand image mampu memediasi pengaruh green marketing terhadap purchase decision pada produk AMDK Ades di Kota Denpasar. Kata kunci  : Green Marketing, Brand Image, Purchase Decision

scholarly journals Pengaruh Green Marketing Dan Green Product Terhadap Keputusan Pembelian Pupuk Organik Di Kios Tani Mulyo Kedungrejo Kabupaten Lumajang

2017 ◽  
Vol 1 (1) ◽  
pp. 52-63
Author(s):  
Reni Selvi Irawati ◽  
Nawangsih Nawangsih
Keyword(s):  
Hypothesis Test ◽  
Organic Fertilizer ◽  
Regression Method ◽  
Green Marketing ◽  
Coefficient Of Determination ◽  
Purchase Decision ◽  
Linear Regression Method ◽  
Green Product ◽  
Purchasing Decisions ◽  
Multiple Linear Regression Method

This study aims to determine the effect of green marketing and green product depend on the decision to purchase organic fertilizer in Kios Tan Mulyo Kedungrejo Lumajang regency either partially or simultaneously. The research method used is multiple linear regression method by using hypothesis test that is t test and F test. The result of research indicate that partially for green marketing variable has no influence to purchase decision of organic fertilizer. Variable of green product there is significant influence to decision of purchasing organic fertilizer. While simultaneously there is the influence of green marketing and green product on purchasing decisions of organic fertilizer with a coefficient of determination (R square) of 0.406 was showed that 40.6% of organic fertilizer purchasing decisions can be explained by green marketing and green product, while the remaining 59,4% influenced by other variables not research in this study.

scholarly journals The Adoption of the Green Marketing in the Millennium Generation

2016 ◽  
Vol 8 (2) ◽  
pp. 97 ◽  
Author(s):  
Flor Madrigal Moreno ◽  
Fernando Ávila Carreón ◽  
Salvador Madrigal Moreno
Keyword(s):  
Marketing Strategy ◽  
Daily Life ◽  
Ecological Impact ◽  
Descriptive Study ◽  
Green Marketing ◽  
Purchase Decision

<p>This descriptive study shows the evolution in the behavior of the millennium consumer, the influence of the culture, the society and the globalization in the making decisions. The millennium generation is well recognized as the generation whose consumptions are more oriented to ecological products. Also, their concern about the ecological impact of the supplies they use in their daily life, showing how the green marketing represents a marketing strategy that influences their purchase decision in Mexican consumers.</p>

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