The effect of green product awareness, price, and brand image towards purchase decision of generation Z for local fashion green products

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Imran, Rania Alyandra (2022) The effect of green product awareness, price, and brand image towards purchase decision of generation Z for local fashion green products. Undergraduate thesis, IPMI Business School.

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Rania Alyandra Imran - The effect of green product awareness, price, and brand image towards purchase decision of generation Z for local fashion green products.pdf
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Abstract

The fashion business has long been associated with environmental degradation, as clothing waste contributes to 2.6% of Indonesia's entire waste production or equivalent to the total amount of 866 thousand tons annually. As a result, there has been a rise in the public awareness of fashion consumption with green fashion products created as a means to encourage customers in making significant lifestyle changes by purchasing those products. However, there has been very little to no research conducted on the effect of green awareness on customers' purchase decisions of green fashion products in Indonesia. Hence, the aim of this study is to investigate whether green product awareness, price, and brand image have an effect towards the purchase decision of generation Z for local fashion green products. Using the quantitative approach, primary data was gathered by distributing online questionnaires with a total of 136 respondents collected in DKI Jakarta, statistically analyzed in SPSS using the multiple regression. The results revealed that green product awareness and price has a positive significant effect towards purchase decision. On the contrary, Brand image has a negative significant effect towards purchase decision. Furthermore, the findings of this study will expand more on past research, as well as aid fashion marketers in implementing the most effective green marketing methods to maximize sales of local fashion green products.

Item Type:	Thesis (Undergraduate)
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HG Finance
Divisions:	Thesis > Bachelor of Business Administration
Depositing User:	Dede Faujiah
Date Deposited:	18 Aug 2022 08:54
Last Modified:	18 Aug 2022 08:54
URI:	http://repository.ipmi.ac.id/id/eprint/1498

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