The Analysis of Factors Influencing Consumers Repurchase Intention toward Green Linen Fashion Products
Amelia Nugraheni Putri, Nurrani Kusumawati

School of Business and Management, Bandung Institute of Technology, Jalan Ganesha 10, Bandung 40132, Indonesia

Abstract

The development of the fashion industry is in line with the increase in fashion waste over time. Utilizing environmentally friendly clothing materials, such as linen, is one aspect of sustainable fashion that aims to prevent the environment from being harmed by waste from the fashion industry. The consumption of green linen fashion products is relatively low due to the high value based on its advantages for consumers and the environment. Therefore, this study aims to analyze factors that influence customers^ repeat purchases of green linen fashion products. This study used both qualitative and quantitative methodologies, including semi-structured interviews and surveys with respondents who had purchased green linen fashion products. Triangulation was used to evaluate the 10 respondents in interviews, while PLS-SEM was used to analyze the 500 respondents in online surveys. As a result, green perceived value, green perceived quality, and price sensitivity have a positive effect on green satisfaction. Green satisfaction has a positive effect on green trust. Green satisfaction, green trust, green product awareness, and green word of mouth have a positive effect on green repurchase intention. Thus, this study can be an insight into green linen fashion brands or sustainable fashion brands as a strategy to increase customer repurchase intentions for green linen fashion products.

Keywords: Sustainable Fashion, Green Linen Fashion Products, Green Repurchase Intention, Green Trust, Environmental Awareness

Topic: Marketing Management, Relationship Marketing, Service Marketing