The Impact of Sustainability Advertising on the Purchase Intention of Indonesian Consumers

Abstract

This study delves into the increasing demand for sustainable fashion products due to the fashion industry's negative environmental impact. However, limited knowledge exists regarding consumer perceptions and purchase behaviors concerning sustainability in fashion. Employing a mixed-methods approach, this research investigates the influence of sustainability advertising on consumer perceptions and purchase behaviors regarding sustainable fashion products. To achieve this, expert interviews were conducted with a purposively selected sample, complemented by a survey questionnaire with a larger group of participants. The results indicate that sustainability advertising has a positive impact on consumer perceptions of sustainable fashion products. Consumers exhibit heightened awareness of the environmental consequences of the fashion industry, leading them to seek more sustainable alternatives. Credible, informative, and value-aligned sustainability advertising has a more significant influence on consumers. Regarding purchase behaviors, the relationship is more intricate. Various factors emerged that can further shape consumer perceptions and behaviors in sustainable fashion, including the individual's level of environmental awareness, personal values, social norms, and perceived price premium of sustainable products. These findings carry significant implications for both brands and consumers. This study provides valuable interdisciplinary insights into the intricate dynamics of sustainability advertising's impact on consumer perceptions and purchase behaviors in a sustainable fashion. It identifies critical factors influencing consumer decision-making and highlights the potential of credible sustainability advertising to drive sustainable fashion consumption. Armed with these insights, brands can design more effective sustainability advertising campaigns, while consumers can make informed choices, contributing to a more sustainable future for the fashion industry.