The Moderating Role of Generation Differences Determinant Factors of Sustainable Apparel Behavior Intention
Adinda Diandri Putri,
Alversia Yeshika
Abstract:Consumer awareness of the negative impacts of fast fashion has driven a shift towards sustainable apparel. This study aims to understand the determinants of consumer intention to engage in sustainable buying behavior. A conceptual model is developed to examine the relationship between internal factors (consumer characteristics such as shopping value, sustainability consciousness, perceived consumer effectiveness, and environmental knowledge) and external factors (advertising perspective focusing on sustainable… Show more
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