Sustainable Fashion dan Generasi Z Indonesia: Integrasi Kepedulian Lingkungan dan Knowledge-Attitude-Behaviour Model
DOI:
https://doi.org/10.31316/ubmj.v4i2.7845Keywords:
Sustainable Fashion, Kepedulian Lingkungan, Pengetahuan Lingkungan, Niat Beli, Gen ZAbstract
Tujuan: Penelitian ini bertujuan untuk menghasilkan dan menyajikan informasi mendalam mengenai konsep kepedulian dan pengetahuan lingkungan, serta sikap terkait produk fashion ramah lingkungan terhadap perilaku produk sustainable fashion di kalangan Gen Z Indonesia. Selanjutnya, penelitian ini juga akan menguji hubungan antara kepedulian lingkungan dan konstruk yang terdapat dalam K-A-B model terkait konsumsi produk sustainable fashion di kalangan Gen Z Indonesia.
Metodologi: Metode kuantitatif diaplikasikan melalui pengumpulan data primer yang dilakukan dengan menyebarkan kuesioner kepada konsumen Gen Z di Indonesia, kemudian dianalisis menggunakan Structural Equation Modeling Partial Least Square (SEM-PLS) untuk menjelaskan hubungan antar konstruk yang terdapat dalam model penelitian. Pengolahan dan analisis data dilakukan dengan bantuan aplikasi Smart-PLS 4.0.
Temuan: Hipotesis penelitian ini menyatakan bahwa kepedulian, pengetahuan, dan sikap lingkungan secara kolektif membentuk perilaku selektif konsumen dalam pemilihan produk di pasar. Temuan menunjukkan bahwa peran mediasi sikap lingkungan diperlukan untuk memunculkan niat beli pada konsumen Gen Z. Hal ini terjadi karena kepedulian tinggi tanpa sikap pro-lingkungan yang kuat tidak cukup mendorong pemilihan produk fashion berkelajutan.
Orisinalitas: Penelitian ini menawarkan kontribusi orisinal dengan menguji integrasi kepedulian, pengetahuan, dan sikap lingkungan dalam model K-A-B, guna menjelaskan niat beli produk fashion berkelanjutan pada Gen Z Indonesia.
Keterbatasan Penelitian: Penelitian ini terbatas pada responden Gen Z, mayoritas perempuan usia 17–21 tahun, sehingga membatasi generalisasi ke populasi lebih luas. Selain itu, penelitian belum mengeksplorasi faktor eksternal seperti harga, norma sosial, dan akses produk berkelanjutan. Studi lanjutan disarankan menerapkan mixed-method dengan memperluas variabel dan konteks penelitian.
Implikasi Praktis: Temuan penelitian menunjukkan potensi pengembangan konsumsi berkelanjutan di Indonesia, sehingga dibutuhkan adaptasi model bisnis hijau melalui edukasi konten produk yang selaras dengan nilai lingkungan Gen Z.
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