Why Do Some Consumers Choose Sustainable Fashion? Insights from a Value-Based Norm Approach
1Dudi Permana, 2Winny Rosalia Christine, 3Hasliza Abdul Halim

1,2,3 Universitas Mercu Buana, Indonesia
4 Universiti Sains Malaysia

Abstract

This research aims to examine the mediating role of green intrinsic motivation in the relationship between self-altruism, green frugality, and green behavioral intention within the context of sustainable fashion. Employing an explanatory quantitative approach with a causal design, the study investigates self-altruism (X1), green frugality (X2), green intrinsic motivation (Y1), and green fashion consumption behavioral intention (Y2) as key variables. Data were collected through an online questionnaire distributed to residents of Jakarta who were familiar with and had purchased fashion items incorporating environmentally friendly technologies, yielding a purposive sample of 234 respondents. The analysis was conducted using Partial Least Squares (PLS) version 4.0. The findings indicate that both self-altruism and green frugality significantly influence green fashion consumption behavioral intention. Moreover, green intrinsic motivation is shown to mediate the relationship between self-altruism, green frugality, and green behavioral intention. These results highlight the importance of fostering intrinsic motivation and communicating the environmental benefits of sustainable fashion technologies to effectively promote green consumer behavior.

Keywords: Self-Altruism, Green Frugality, Green Intrinsic Motivation, Green fashion consumption Behavioral Intention

Topic: Governance, Policy, and Education of Coastal Area