The Influence of Green Product, Green Promotion, and Corporate Image on the Purchase Decision of Eco-Friendly Fashion as an Alternative to Fast Fashion for Warmadewa University Students

Abstract

The development of the era makes clothing not only a physical need, but also as an expression of self and support for self-esteem. The decision to purchase clothing is influenced by environmental awareness, where people are increasingly paying attention to environmentally friendly products, such as green products. Green products have minimal impact on the environment, while green promotion and a good corporate image can increase purchasing decisions. This study aims to examine the influence of green products, green promotion, and corporate image on purchasing decisions for environmentally friendly fashion among students of Warmadewa University as an alternative to fast fashion that damages the environment. The study is a quantitative study. Using a sample of 95 students. The data analysis technique uses multiple linear regression. The results of the study indicate that green products have a positive and significant effect on purchasing decisions. Green promotion also has a positive and significant effect on purchasing decisions. Corporate image has a positive and significant effect on purchasing decisions.