Perceived Consumer Values of Green Packaging as Antecedents of Attitude Toward Fashion Brand

Abstract

The purpose of this paper is to provide hints on how the perceived values of green packaging used by fashion brands could affect consumers' attitude toward the brand. This paper focuses on elucidating this effect on Indonesian fashion consumers. This study adopts six dimensions of perceived values and explores their relationships toward brand attitude. The data were gathered from a quantitative survey among 228 respondents. The data analysis uses partial least squarestructural equation modelling (PLS-SEM). Each dimension of the perceived value is treated as a primary-order construct and operationalized as independent variable that is hypothesized to have a significant effect on brand attitude regarding the usage of green fashion packaging in Indonesia. The results provide a holistic view of green packaging perceived values in the context of fashion products, something that is nonexistence in the current literature. Thus, this is the first empirical study to examine the consumers' perceived values as antecedents of brand attitude in the context of fashion industry. The results show that altruistic, economic, and functional values may have positive significant effect to brand attitude. On the other side, biospheric, epistemic, and social values may have no significant impact on brand attitude.