The Influence of Green Product Knowledge, Green Trust, and Perceived Consumer Effectiveness on Green Purchase Intention and Green Purchase Behavior of Sustainable Fashion Products
Ismail*
Setyo Ferry Wibowo
Agung Wahyu Handaru
The global fashion industry faces mounting environmental pressure, prompting a shift toward sustainable consumption, yet a persistent gap remains between consumer environmental awareness and actual purchasing behavior. This research investigates how green product knowledge, green trust, and perceived consumer effectiveness jointly shape green purchase intention and translate into actual green purchase behavior within the sustainable fashion sector. The study is grounded in the observed inconsistency between rising environmental consciousness particularly among Generation Z and the persistence of unsustainable consumption patterns. Employing a quantitative survey design, data were obtained from 270 Jakarta-based consumers who have experience purchasing sustainable fashion products and were analyzed using Structural Equation Modeling (SEM) via AMOS. The empirical results demonstrate that green product knowledge serves as a foundational driver that strengthens green trust, enhances consumers’ perceived efficacy of their individual actions, and directly stimulates green purchase intention. Moreover, both green trust and perceived consumer effectiveness function as significant antecedents of green purchase intention, which subsequently emerges as a key determinant of green purchase behavior. These findings underscore that the translation of environmental concern into concrete consumption practices is contingent not merely on awareness, but on trust in green claims and confidence in the tangible impact of personal consumption choices. The study offers a more nuanced understanding of the intention–behavior nexus in sustainable fashion consumption and provides strategic direction for industry actors to move beyond symbolic green marketing toward more credible, educative, and impact-oriented engagement with consumers.
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