How Green Product and Promotion Affect Purchase Intention in Sports Fashion?
DOI:
https://doi.org/10.21009/ISC-BEAM.013.170Keywords:
Green Products; Green Promotion; Green Purchase Intention; Sport Fashion Industry; JakartaAbstract
Abstract
This research aims to analyze the effect of green products, price, place, and promotion on green purchase intention in the sports fashion industry in Jakarta. With increasing consumer awareness of the environment, companies in the sports fashion sector need to understand the factors that drive consumer interest in purchasing environmentally friendly products. In this study, the method used is quantitative and data collection uses an online survey method with an instrument in the form of a questionnaire using a 6-point Likert scale distributed to users of Nike brand sportswear in DKI Jakarta. The research test uses SEM-PLS. This study aims to validate the proposed hypothesis regarding the impact of independent variables on the dependent variable. The implication of this research is to contribute to the development of green marketing theory by identifying factors that influence purchase intention of environmentally friendly products in the sports fashion sector. The results of the study are expected to provide insight to sports fashion companies in designing and developing marketing strategies oriented towards environmental sustainability to increase consumer awareness and buying interest in environmentally friendly products.
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