Pengaruh Hedonism Dan Environmental Awareness Terhadap Konsumsi Fashion Berkelanjutan Peran Mediasi Sikap Pro Lingkungan

Sakti Wiryawan, Rini Kuswati

Abstract


Perkembangan dalam peningkatan industri fashion menghadapi hambatan signifikan dalam mempromosikan konsumsi berkelanjutan, terutama mengenai faktor-faktor penentu yang membentuk proses pengambilan keputusan konsumen. Investigasi ini berupaya mengevaluasi dampak hedonisme dan kesadaran lingkungan terhadap sikap pro-lingkungan dan konsumsi mode berkelanjutan. Menggunakan metodologi kuantitatif melalui Structural Equation Modeling-Partial Least Squares (SEM-PLS), penelitian mengungkapkan bahwa kesadaran lingkungan memberikan pengaruh yang cukup besar pada sikap pro-lingkungan dan konsumsi mode berkelanjutan. Sikap pro-lingkungan secara positif mempengaruhi keputusan yang terkait dengan konsumsi mode berkelanjutan, sedangkan hedonisme tidak menunjukkan dampak yang signifikan. Hasil ini menggarisbawahi peran penting pendidikan lingkungan dan teknik pemasaran inovatif dalam meningkatkan keterlibatan konsumen dengan produk fashion berkelanjutan. Akibatnya, dukungan dari pembuat kebijakan dan kolaborasi dalam industri sangat penting untuk mempercepat pergeseran menuju konsumsi mode yang lebih ramah lingkungan dengan menumbuhkan kecenderungan yang lebih besar untuk perilaku sadar lingkungan di antara konsumen. Studi ini menawarkan wawasan berharga untuk perumusan strategi keberlanjutan dalam sektor mode.

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DOI: https://doi.org/10.37531/sejaman.v8i2.8531

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