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This Author published in this journals
All Journal DIJB (Diponegoro International Journal of Business)
Melvina Adeline Tjokrosoeharto
Universitas Kristen Satya Wacana
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Understanding consumer purchase intention to purchase sustainable fashion: the moderating role of gender perception Melvina Adeline Tjokrosoeharto; Eristia Lidia Paramita
Diponegoro International Journal of Business Vol 4, No 2 (2021)
Publisher : Department of Management | Faculty of Economics and Business | Universitas Diponegoro

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/dijb.4.2.2021.136-146

Abstract

The growing trend of sustainable fashion products has put the company to deal with the challenge of gender perception in quality, design, and price since fashion is consumers’ self-presentation of personality and taste. This study aims to examine the influence of sustainable fashion products to consumer purchase intention with gender perception as the moderating role. Results of moderated regression analysis (MRA) on 267 samples suggests that sustainable fashion product has a positive influence toward consumer purchase intention and the gender perception significantly moderates the Indonesian consumer purchase intention. Additionally, this study gained information that respondents were well aware with the effort of sustainability in fashion, and it believed can protect the environment.
Co-Authors Eristia Lidia Paramita