THE ROLE OF ATTITUDE, SUBJECTIVE NORMS, AND PERCEIVED BEHAVIORAL CONTROL IN AFFECTING INTENTION TO PURCHASE ECO-FRIENDLY FASHION PRODUCTS

Abstract

This research uses the Theory of Planned Behavior (TPB) framework to understand various variables affecting consumers' intention to buy eco-friendly fashion products in Indonesia. The survey method was utilized in this study, in which all data from the respondents will be collected using questionnaires. Respondents who participated in this research were people living in Indonesia who had purchased any fashion products from UNIQLO in the past four months, and the purposive sampling method was utilized to ensure that all respondents satisfied this criterion. After gathering all of the data, PLS was utilized to assess the data, in which it was found that all three variables within the TPB framework – attitude, perceived behavioral control, and subjective norms – significantly affect people’s intention to purchase eco-friendly fashion products.