The Influence of Altruism, Environmental Concern, and Social Influence on Purchase Intention for Eco-Friendly Clothing Products: Study of Generation Z in Greater Jakarta

Abstract

Indonesia is responsible for the generation of approximately 2.3 million tonnes of textile waste, which accounts for approximately 12% of the total household waste produced in the country. The emergence of a multitude of eco-friendly clothing brands in Indonesia is indicative of the growing development of the eco-friendly fashion industry in the country. There have been expressions of concern pertaining to the variables that contribute to the inclination to acquire environmentally friendly textile products. The objective of this research is to assess the influence of altruism, social influence, and environmental concern on the purchasing intentions of Generation Z towards environmentally friendly clothing within the Greater Jakarta area. The methodology employed for data collection involved the distribution of a questionnaire to a sample of 188 Generation Z consumers residing in the Greater Jakarta area. Subsequently, the collected data was subjected to analysis utilizing the SPSS software and a multi-regression analysis technique. The findings of the study indicate that purchase intention is significantly influenced by altruism and environmental concern, whereas social influence does not have a significant impact. One potential consequence of this finding is the potential for the environmentally conscious clothing industry to advance through more effective marketing campaigns aimed at bolstering customer purchase intention. This study is able to provide practical insights for businesses, with a specific focus on the production of environmentally sustainable clothing items.