FRAGOLIA, ICEN (2025) PENGARUH ECO-SHAME, ATTITUDE, SUBJECTIVE NORM, PERCEIVED BEHAVIOUR CONTROL TERHADAP PURCHASE BEHAVIOURAL INTENTION PRODUK SUSTAINABLE FASHION DIMODERASI OLEH ECO-LITERACY. S2 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to analyze the influence of Eco-Shame, Attitude, Subjective Norm, and Perceived Behavioural Control on Purchase Behavioural Intention toward sustainable fashion products, with Eco-Literacy as a moderating variable. The research is motivated by the growing environmental issues caused by the fast fashion industry, particularly textile waste and environmental degradation. Based on the Theory of Planned Behaviour (TPB), this study incorporates emotional and cognitive variables to understand consumer purchase intentions, specifically among Generation Z in Java Island. A quantitative method with a correlational design was employed. Data were collected through an online questionnaire and analyzed using Partial Least Square Structural Equation Modeling (PLS-SEM). The results show that Attitude, Subjective Norm, and Perceived Behavioural Control have a positive and significant effect on Purchase Behavioural Intention. Moreover, Eco-Literacy significantly moderates the relationship between Subjective Norm variable and Purchase Behavioural Intention. This study provides theoretical contributions by expanding the TPB model and practical insights for industry practitioners and policymakers to promote sustainable fashion consumption among young consumers. Keywords: Sustainable Fashion, Eco-Shame, Attitude, Subjective Norm, Perceived Behavioural Control, Eco-Literacy, TPB, Generation Z. Penelitian ini bertujuan untuk menganalisis pengaruh Eco-Shame, Attitude, Subjective Norm, dan Perceived Behavioural Control terhadap Purchase Behavioural Intention terhadap produk sustainable fashion, dengan Eco-Literacy sebagai variabel moderasi. Latar belakang penelitian ini dilandasi oleh meningkatnya isu lingkungan akibat industri fast fashion, terutama dalam bentuk limbah tekstil dan dampak negatif terhadap lingkungan. Berdasarkan pendekatan Theory of Planned Behaviour (TPB), penelitian ini mengintegrasikan variabel emosional dan kognitif untuk memahami motivasi pembelian konsumen, khususnya Generasi Z di Pulau Jawa. Metode penelitian yang digunakan adalah pendekatan kuantitatif. Data dikumpulkan melalui kuesioner online dan dianalisis menggunakan Partial Least Square Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa Attitude, Subjective Norm, dan Perceived Behavioural Control berpengaruh positif dan signifikan terhadap Purchase Behavioural Intention. Selain itu, Eco-Literacy secara signifikan memoderasi hubungan antara variabel Subjective Norm terhadap Purchase Behavioural Intention. Penelitian ini memberikan kontribusi teoritis dalam pengembangan model TPB yang diperluas serta kontribusi praktis bagi pelaku industri dan pembuat kebijakan untuk mendorong konsumsi pakaian yang ramah lingkungan di kalangan generasi Z. Kata Kunci: Sustainable Fashion, Eco-Shame, Attitude, Subjective Norm, Perceived Behavioural Control, Eco-Literacy, TPB, Generasi Z.
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