Syntax Literate: Indonesian Scientific
Journal p–ISSN: 2541-0849 e-ISSN: 2548-1398
Vol.
9, No. 12, Desember 2024
ENVIRONMENTAL
KNOWLEDGE AND ITS IMPACT ON PURCHASE INTENTION OF ECO-FRIENDLY FASHION: A STUDY
AMONG GEN Z AND MILLENNIALS IN JABODETABEK
Raissa
Syafira1, Triza Mudita2
Universitas Indonesia, Indonesia1,2
Email: [email protected]1
Abstract
The fashion industry has now become the
second most polluting industry in the world in terms
of threatening the environment and resources. This is because
the fashion industry creates more harmful gas emissions than the shipping and
aviation industries, and disposes of
water waste because the manufacturing
process requires a lot of clean water.
Therefore, it is hoped that
the fashion industry will be
more concerned about the environment
and also the people affected
by waste, so that the
business processes carried out can
contribute to the environment. Some of the serious
impacts of environmental damage are global warming, increasing environmental pollution, and decreasing flora and fauna. This research uses a hypothesis testing research design by testing the variables Social
Responsibility, Environmental
Apparel Knowledge Trust, Attitude and Perceived
Consumer Effectiveness on Purchase Intention
among sustainable fashion consumers. In this study, to collect data using the method of
distributing questionnaires
to 50 respondents in
Jabodetabek. In this research,
validity and reliability testing will be carried out
using SPSS 25 and this research will
use SEM analysis and the data will
be processed using Smart PLS. This research found
that there is a positive influence
of Social Responsibility and Environmental Apparel Knowledge on Trust, Attitude and Perception.
Consumer Effectiveness and there is
a positive influence of Trust, Attitude and Perceived Consumer
Effectiveness Purchase Intention on sustainable
fashion consumers.
Key Words: Social Responsibility,
Trust, Attitude, Perceived Consumer Effectiveness, Enviromental Apparel Knowledge, Purchase Intention
Introduction
The fashion industry has now become the second most polluting industry in the world in terms of threatening the environment and resources (Business of Fashion, 2015). This is because the fashion industry creates more harmful gas emissions than the shipping and aviation industries, and discharges water waste because the manufacturing process requires a lot of clean water. Therefore, the fashion industry is expected to be more concerned about the environment and also the community affected by waste, so that the business processes carried out can contribute to the environment. Some serious impacts of environmental damage are global warming, increasing environmental pollution, and decreasing flora and fauna (Chen & Chai, 2010). According to Haug and Busch, (2016) there are 3 factors in the fashion industry that have an impact on the surrounding environment, namely: (1) the rapid emergence of fashion trends which have an impact on the waste produced, (2) the decline in the value and quality of clothing, and (3) the cost of producing goods in developing countries is cheaper.
Countries around the world are beginning to recognize this threat and are beginning to make efforts to minimize the harmful impacts of business activities on the environment. This awareness and concern for the environment and society has led to the emergence of 'sustainable development' which emphasizes the need to promote sustainability and advocates forms of development that minimize negative impacts on the environment and society. Sustainable development is increasingly encouraging environmental innovation and green consumption. Green innovation focuses on incorporating environmentally sustainable practices at every stage of the creation of goods and services (Gani et al., 2022). 'Green consumption' on the other hand, is usually associated with environmentally responsible consumption where consumers consider the environmental impact of purchasing, using and disposing of various products, or using various environmentally friendly services (Moisander et al., 2018).
Environmentally responsible purchasing is important because unplanned purchases can damage the environment. Consumers have the ability to prevent or reduce environmental damage by purchasing environmentally friendly products. According to (Brian, 2019) said that consumers have a positive attitude towards environmental protection. So even though the number of individuals who want to buy environmentally friendly products has increased in recent years, there is little evidence to suggest that purchases of environmentally friendly products have increased, despite environmental concerns and positive customer attitudes towards sustainability and environmentally friendly products, the market share of environmentally friendly products is still limited to 1-3% of the total market (Qonita, 2019). This suggests that environmental considerations play a minor role in consumer purchasing decisions and that people generally ignore the environmental impact of their purchases (Sinulingga et al., 2023).
In terms of overcoming these problems, several fashion brands have adopted sustainability by using environmentally friendly raw materials. One brand that has adopted sustainability is the fashion brand Uniqlo. Uniqlo CO., Ltd is a subsidiary of PT Fast Retailing Japan in the field of product planning, production, distribution of casual clothing. The name Uniqlo comes from the name of the first store calledUnique Clothing in Japan on June 2, 1984. Currently, Uniqlo has created a service and also a campaign in it called "Re.Uniqlo" whose main goal is to make efforts to reduce the increasing level of carbon emissions throughout the world along with the development of the existing fashion industry. The Re.Uniqlo service is to collect used UNIQLO clothes that are no longer needed by customers in the RE.UNIQLO box placed in each store. Donations are sorted into reusable clothing and clothing that can be recycled into new products and materials. Reusable clothing is classified to meet the needs of the recipient. Recycled clothing such as down jackets is used as material for new clothing. Non-recyclable clothing is used to make insulation, soundproofing materials and more. Two ways to run the program are to process used clothing into energy sources and distribute used clothing that is still suitable for use to people in need.
Humans as a social society wear fashion all the time with the aim of improving their appearance, whether in formal or non-formal events. This style of dress is very important in improving one's appearance. The fashion industry has experienced many innovations in its products as a result of the increasingly advanced development of the era. This development also has an impact on the desires of consumers who are increasingly varied when choosing and buying clothes. The many clothing brands that exist today have made many new fashion industries emerge and close permanently, this can be seen from the table of the development of the fashion industry in Indonesia.According to Kompas.com (2022), the term "fast fashion" refers to clothing designs that are mass-produced and sold in stores with the aim of following popular fashion trends. The existing trends will experience continuous changes following the flow of civilization and the development of technology. Business actors in the fashion world feel encouraged to be more adaptive and creative in creating fashion products that can meet the needs of society, because technological developments not only accelerate the rotation of trends but also provide enthusiasm for doing business. Based on the description above, the researcher intends to determine the influenceSocial Responsibility,Environmental Apparel Knowledge, Trust, Attitude, Perceived Consumer Effectivenesstowards Purchase Intention on Re.uniqlo studio services.
Based on Muzammil et al., (2018) trust is a significant predictor of positive marketing outcomes, such as loyalty, customer retention and purchase intention. Therefore, it is important for companies to build trustworthy relationships with their customers. And Perceived Consumer Effectiveness influences consumer opinions about the motives behind a company's actions in social responsibility efforts. The more consumers feel that individual purchases matter, the more likely they are to buy eco-friendly clothing to contribute to solving environmental problems.
According to previous research, the reason companies carry out social
responsibility to get feedback is because it will
create behavior that influences consumers to buy a product. Companies will get
a good reputation if their programs are implemented by paying attention to
social and moral values to the community. This
analysis itself has an impact on consumer behavior that will be related to
buying interest (Bocia et al., 2019).
This research uses a hypothesis testing research design by testing the variables Social
Responsibility, Environmental
Apparel Knowledge Trust, Attitude and Perceived
Consumer Effectiveness on Purchase Intention
among sustainable fashion consumers.
Research Methods
This study uses a descriptive quantitative approach with a cross-sectional design to analyze the influence of Social Responsibility, Trust, Attitude, Perceived Consumer Effectiveness, Environmental Knowledge, and Purchase Intention (Abduh et al., 2023). Primary data were collected through an online survey using Google Form distributed to respondents who met the criteria: knowing Uniqlo products, familiar with re.uniqlo studio services, domiciled in Jabodetabek, and aged 18-43 years (Generation Z and Millennials). The non-probability sampling method with a purposive technique was used to determine respondents who were relevant to this study. Based on the formula of Hair et al. (2010), the minimum sample size was calculated as 120 respondents, but to minimize bias, the researcher will collect 191 respondents.
The collected data were analyzed using descriptive statistics, validity and reliability tests, and Structural Equation Modeling (SEM) analysis with Smart PLS (Risher, 2018). Descriptive statistics were used to calculate the average value of each research variable. Validity testing was carried out by comparing the calculated r value of Pearson correlation with r table at a significance level of 5%; if calculated r > r table, then the statement item is declared valid. Reliability testing was carried out using Cronbach's Alpha, where a value ≥ 0.6 indicates good reliability. Furthermore, SEM analysis on Smart PLS was carried out to test the measurement model (seeing the loading factor value) and the structural model (measuring the path coefficient and the significance of the relationship between variables). Model fit was tested using criteria such as RMSEA, CFI, and GFI to ensure the accuracy of the relationship between variables in the conceptual framework of the study.
Results and
Discussion
Descriptive analysis is
basically a form of explanation in the form of grouping, sorting and analyzing
data based on the responses of respondents as questionnaire fillers in order to
create opinions without the intention of generalizing. Descriptive statistical
analysis is used to see the description of the characteristics of respondents
and the description of the attitudes or perceptions of respondents in general
in the form of means.
Table 1. Mean
Value of Social Responsibility Variable Assessment
|
Variables |
Indicator |
Min |
Max |
Standard
Deviation |
Mean |
|
Social Responsibility |
SR1 |
3 |
7 |
1,018 |
5.72 |
|
SR2 |
2 |
7 |
1.174 |
5.60 |
|
|
SR3 |
2 |
7 |
1,086 |
5.25 |
|
|
SR4 |
2 |
7 |
1,059 |
5.44 |
|
|
SR5 |
2 |
7 |
1.110 |
5.41 |
|
|
Total Average
Value |
5.48 |
||||
Source: Researcher
Data Processing Results (2024)
Based
on respondents' answers to the variablesSocial
Responsibilityobtained an average value of
5.48 as shown in the table above. There is one indicator that is higher than
the other indicators, namely SR1 of 5.72. This can mean that consumers feel
that the Uniqlo brand will set aside some of its profits to help social organizations
and there is an indicator that is lower than the other indicators, namely SR3
of 5.25.
Table 2. Mean
Value of Social Responsibility Variable Assessment
|
Variables |
Indicator |
Min |
Max |
Standard
Deviation |
Mean |
|
Trust |
T1 |
1 |
7 |
1.201 |
5.64 |
|
T2 |
1 |
7 |
1.127 |
5.77 |
|
|
T3 |
2 |
7 |
0.957 |
5.98 |
|
|
T4 |
2 |
7 |
0.979 |
5.93 |
|
|
T5 |
1 |
7 |
1,077 |
5.70 |
|
|
Total Average
Value |
5.80 |
||||
Source: Researcher
Data Processing Results (2024)
Based on respondents' answers to the
variablesTrustobtained
an average value of 5.80 as stated in the table above. There is one indicator
that is higher than the other indicators, namely T4 of 5.93. This can mean that
consumers feel that Uniqlo is a reliable brand and there is an indicator that
is lower than the other indicators, namely T1 of 5.64.
Table 3. Mean
Value of Social Responsibility Variable Assessment
|
Variables |
Indicator |
Min |
Max |
Standard
Deviation |
Mean |
|
Perceived Consumer Effectiveness |
PCE1 |
2 |
7 |
1,050 |
5.77 |
|
PCE2 |
1 |
7 |
1,052 |
5.80 |
|
|
PCE3 |
3 |
7 |
0.960 |
5.81 |
|
|
PCE4 |
2 |
7 |
1.142 |
5.51 |
|
|
Total Average Value |
5.72 |
||||
Source: Researcher
Data Processing Results (2024)
Based on respondents' answers to the
variablesPerceived Consumer
Effectivenessobtained an average value of 5.72 as shown in the
table above. There is one indicator that is higher than the other indicators,
namely PCE3 of 5.81. This can mean that consumer choices in buying and using
goods can affect environmental problems and there is an indicator that is lower
than the other indicators, namely PCE4 of 5.51.
Table 4. Mean
Value of General Attitude Variable Assessment
|
Variables |
Indicator |
Min |
Max |
Standard
Deviation |
Mean |
|
Attitude |
A1 |
2 |
7 |
0.905 |
5.89 |
|
A2 |
2 |
7 |
1,088 |
5.68 |
|
|
A3 |
2 |
7 |
0.965 |
5.85 |
|
|
Total Average
Value |
5.80 |
||||
Source: Researcher
Data Processing Results (2024)
Based on respondents' answers to the
variablesAttitudeobtained
an average value of 5.80 as stated in the table above. There is one indicator
that is higher than the other indicators, namely A1 at 5.89. This can mean that
consumers feel that the Uniqlo brand is a very good brand and there is an
indicator that is lower than the other indicators, namely A2 at 5.68.
Table 5. Mean
Value of Environmental Knowledge Variable Assessment
|
Variables |
Indicator |
Min |
Max |
Standard Deviation |
Mean |
|
Environmental Knowledge |
EK1 |
2 |
7 |
1,088 |
5.58 |
|
EK2 |
3 |
7 |
1.146 |
5.75 |
|
|
EK3 |
2 |
7 |
1,076 |
5.79 |
|
|
EK4 |
3 |
7 |
1,016 |
5.86 |
|
|
Total Average Value |
5.74 |
||||
Source: Researcher
Data Processing Results (2024)
Based on respondents' answers to the
variablesEnvironmental Knowledgeobtained
an average value of 5.74 as stated in the table above. There is one indicator
that is higher than the other indicators, namely EK4 of 5.86. This can mean
that respondents know how to choose products and packaging that can reduce the
amount of waste. There is an indicator that is lower than the other indicators,
namely EK1 of 5.58.
Table 6. Mean
Value of Purchase Intention Variable Assessment
|
Variables |
Indicator |
Min |
Max |
Standard
Deviation |
Mean |
|
Purchase Intention |
PI1 |
1 |
7 |
1,014 |
5.75 |
|
PI2 |
1 |
7 |
1,087 |
5.70 |
|
|
PI3 |
2 |
7 |
1.011 |
5.94 |
|
|
Total Average
Value |
5.79 |
||||
Source: Researcher
Data Processing Results (2024)
Based
on respondents' answers to the variablesPurchase
Intentionobtained an average value of 5.79 as stated in the
table above. There is one indicator that is higher than the other indicators,
namely PI3 of 5.94. This can mean that consumers are interested in trying the
services of re.uniqlo studio and there is an indicator that is lower than the
other indicators, namely PI2 of 5.70.
Table 7. Outer
Loadings Table
|
Variables |
Indicator |
Outer Loadings |
Information |
|
Social Responsibility(SR) |
SR1 |
0.783 |
Valid |
|
SR2 |
0.808 |
Valid |
|
|
SR3 |
0.811 |
Valid |
|
|
SR4 |
0.785 |
Valid |
|
|
SR5 |
0.729 |
Valid |
|
|
Trust(T) |
T1 |
0.779 |
Valid |
|
T2 |
0.773 |
Valid |
|
|
T3 |
0.788 |
Valid |
|
|
T4 |
0.746 |
Valid |
|
|
T5 |
0.785 |
Valid |
|
|
Attitude(A) |
GA1 |
0.886 |
Valid |
|
GA2 |
0.706 |
Valid |
|
|
GA3 |
0.914 |
Valid |
|
|
Perceived Consumer Effectiveness(PCE) |
PCE1 |
0.808 |
Valid |
|
PCE2 |
0.832 |
Valid |
|
|
PCE3 |
0.853 |
Valid |
|
|
PCE4 |
0.782 |
Valid |
|
|
Environmental Knowledge(OAK) |
EAK1 |
0.747 |
Valid |
|
EAK2 |
0.766 |
Valid |
|
|
EAK3 |
0.805 |
Valid |
|
|
EAK4 |
0.775 |
Valid |
|
|
Purchase Intention(PI) |
PI1 |
0.823 |
Valid |
|
PI2 |
0.875 |
Valid |
|
|
PI3 |
0.842 |
Valid |
Source: Researcher
Data Processing Results (2024)
Convergent validity
testing must calculate the AVE average variance extracted to determine whether
the construct as a whole has met convergent validity by looking at the
calculation results usingSPSS version 25.0
for a number of indicators in the AVE table. the average variance extracted
(AVE) value can be obtained with its square value as in the AVE table. With the
average variance extracted (AVE) value indicator greater than 0.5, it indicates
good convergent validity and all data in this study meet these criteria.
Table 8. AVE Table
|
Average Variance
Extracted (AVE) |
Information |
|
|
Attitude |
0.707 |
Valid |
|
Environmental Knowledge |
0.598 |
Valid |
|
Perceived Consumer Effectiveness |
0.671 |
Valid |
|
Purchase Intention |
0.717 |
Valid |
|
Social Responsibility |
0.614 |
Valid |
|
Trust |
0.599 |
Valid |
Source: Researcher
Data Processing Results (2024)
The Average Variance
Extracted (AVE) value in this study has shown the extent to which indicators in
a construct can explain the variance in the construct. All constructs in this
model have an AVE value greater than 0.50, this result indicates good validity.
All data in this study using the Average Variance Extracted (AVE) value shows
valid data. Attitude variable (A) 0.707> 0.05, Environmental Knowledge (EK)
0.598> 0.05, Perceived Consumer Effectiveness (PCE) 0.671> 0.05, Purchase
Intention (PI) 0.717> 0.05, Social Responsibility (SR) 0.614> 0.05 and
Trust variable (T) 0.599> 0.05
Table 9. Fornell-Larcker
Criterion Table
|
A |
OAK |
PCE |
PI |
SR |
T |
|
|
A |
0.841 |
|||||
|
OAK |
-0.020 |
0.774 |
||||
|
PCE |
0.075 |
0.404 |
0.819 |
|||
|
PI |
0.259 |
0.287 |
0.433 |
0.847 |
||
|
SR |
0.328 |
0.378 |
0.368 |
0.465 |
0.784 |
|
|
T |
0.465 |
0.222 |
0.162 |
0.440 |
0.506 |
0.774 |
Source:
Researcher Data Processing Results (2024)
Based on Table 9,
it can be seen that the diagonal value which is the square root of AVE when
compared to the correlation value between constructs has a higher AVE square
value than the correlation value. Based on this, it can be concluded that the
model meets the rule of thumb
for the discriminant
validity test.
|
Indicator |
A |
EAK |
PCE |
PI |
SR |
T |
|
A1 |
0.886 |
-0.004 |
0.018 |
0.186 |
0.219 |
0.388 |
|
A2 |
0.706 |
-0.051 |
0.118 |
0.076 |
0.127 |
0.296 |
|
A3 |
0.914 |
-0.014 |
0.074 |
0.298 |
0.378 |
0.450 |
|
EK1 |
0.052 |
0.747 |
0.313 |
0.212 |
0.367 |
0.247 |
|
EK2 |
0.050 |
0.766 |
0.285 |
0.241 |
0.249 |
0.213 |
|
EK3 |
-0.079 |
0.805 |
0.309 |
0.243 |
0.322 |
0.155 |
|
EK4 |
-0.097 |
0.775 |
0.343 |
0.190 |
0.218 |
0.056 |
|
PCE1 |
0.075 |
0.339 |
0.808 |
0.377 |
0.373 |
0.096 |
|
PCE2 |
0.056 |
0.297 |
0.832 |
0.381 |
0.292 |
0.131 |
|
PCE3 |
0.038 |
0.340 |
0.853 |
0.330 |
0.295 |
0.171 |
|
PCE4 |
0.074 |
0.348 |
0.782 |
0.326 |
0.235 |
0.138 |
|
PI1 |
0.168 |
0.238 |
0.318 |
0.823 |
0.385 |
0.394 |
|
PI2 |
0.243 |
0.231 |
0.353 |
0.875 |
0.421 |
0.354 |
|
PI3 |
0.242 |
0.258 |
0.422 |
0.842 |
0.377 |
0.370 |
|
SR1 |
0.303 |
0.174 |
0.246 |
0.348 |
0.783 |
0.394 |
|
SR2 |
0.356 |
0.291 |
0.317 |
0.368 |
0.808 |
0.457 |
|
SR3 |
0.203 |
0.299 |
0.330 |
0.403 |
0.811 |
0.400 |
|
SR4 |
0.170 |
0.365 |
0.279 |
0.300 |
0.785 |
0.325 |
|
SR5 |
0.218 |
0.373 |
0.263 |
0.397 |
0.729 |
0.385 |
|
T1 |
0.379 |
0.131 |
0.104 |
0.271 |
0.412 |
0.779 |
|
T2 |
0.321 |
0.115 |
0.125 |
0.349 |
0.368 |
0.773 |
|
T3 |
0.328 |
0.195 |
0.094 |
0.277 |
0.304 |
0.788 |
|
T4 |
0.315 |
0.210 |
0.119 |
0.338 |
0.349 |
0.746 |
|
T5 |
0.431 |
0.205 |
0.167 |
0.430 |
0.484 |
0.785 |
Source: Researcher
Data Processing Results (2024)
Based on Table 10, it
can be seen that the
diagonal value which is the square root of AVE when compared to the correlation
value between constructs has a higher AVE square value than the correlation
value. Based on this, it can be concluded that the model meets the rule of
thumb for the discriminant validity test.
The cross loading
value for each item against its construct is greater than the loading value
against other constructs. This indicates that there is no problem in testing
discriminant validity. Furthermore, testing can be completed by conducting a
discriminant validity test using the Fornell-Larcker Criterion method, which is
shown in Table 11 below.
Table 11. Heterotrait-Monotrait Ratio
(HTMT) Table
|
A |
OAK |
PCE |
PI |
SR |
T |
|
|
A |
||||||
|
OAK |
0.136 |
|||||
|
PCE |
0.103 |
0.502 |
||||
|
PI |
0.268 |
0.362 |
0.523 |
|||
|
SR |
0.331 |
0.468 |
0.432 |
0.563 |
||
|
T |
0.527 |
0.268 |
0.190 |
0.524 |
0.582 |
Source: Researcher
Data Processing Results (2024)
Based on
table 12, it can be seen that based on the
HTMT value, the variables are declared to have passed the discriminant validity
test, indicated by the correlation between variables having a value of less than
0.9.
Table 12. Reliability
Test Results
|
Variables |
Reliability Coefficient |
Information |
|
Social Responsibility |
0.878 |
Reliable |
|
Trust |
0.870 |
Reliable |
|
Perceived Consumer Effectiveness |
0.720 |
Reliable |
|
Attitude |
0.826 |
Reliable |
|
Environmental Knowledge |
0.801 |
Reliable |
|
Purchase Intention |
0.876 |
Reliable |
Source:
Researcher Data Processing Results (2024)
Table 13. Cronbach'Alpha
and Composite Reliability
|
Cronbach's Alpha |
Composite Reliability |
|
|
A |
0.816 |
0.877 |
|
OAK |
0.776 |
0.856 |
|
PCE |
0.836 |
0.891 |
|
PI |
0.803 |
0.884 |
|
SR |
0.844 |
0.888 |
|
T |
0.834 |
0.882 |
Based on
the results of the Composite Reliability and Cronbach's Alpha tests, it
can be seen that each variable has a Cronbach's Alpha value greater than 0.7
and a Composite Reliability value greater than 0.7, so it can be concluded that
the research model meets the rule of thumb of the reliability test.
After evaluating the construct/variable measurement model,
the next stage is to evaluate the structural model or inner model. Structural
model analysis (inner model) is a technique for predicting causal relationships
between latent variables that cannot be measured directly with the aim of
testing the distance of each variable connected to the measurement indicators.
There are several tests for the structural model, such as R square, Estimate
for Path Coefficients, Effect Size (F Square) Prediction relevance (Q square).
Structural model analysis (Inner Model) includes examining
the Composite Reliability, Convergent Validity, Average Variance Extracted
(AVE), and Cronbach's Alpha values to assess the validity and reliability of
the model. The relationship between each social responsibility variable has a
strong positive influence on trust. The trust variable has a moderate positive
influence on purchase intention, attitude has a very small influence on
purchase intention. Environmental knowledge provides a moderate positive
contribution to perceived consumer effectiveness, perceived consumer
effectiveness has a moderate positive influence on purchase intention.
|
Variables |
R-square |
R-square
adjusted |
|
Attitude |
0.132 |
0.123 |
|
Perceived Consumer Effectiveness |
0.217 |
0.209 |
|
Purchase Intention |
0.332 |
0.321 |
|
Trust |
0.257 |
0.249 |
Source: Researcher
Data Processing Results (2024)
Table 15. Results
of the F2 Effect Size Test
|
A |
OAK |
PCE |
PI |
SR |
T |
|
|
A |
0.006 |
|||||
|
OAK |
0.028 |
0.105 |
0.002 |
|||
|
PCE |
0.201 |
|||||
|
PI |
||||||
|
SR |
0.151 |
0.069 |
0.280 |
|||
|
T |
0.138 |
(Source: Researcher Processing, 2024)
Based on the F² (Effect Size)
value given, the influence between the variables in the model can be explained
that the General Attitude variable has a small influence on Purchase Intention
with an effect size of (0.006), Environmental Knowledge has a small influence
on General Attitude.have effect size as big as(0.028) and towards Trustwith effect size as big as(0.002), but has a large influence on
Perceived Consumer Effectiveness (0.105). Perceived Consumer Effectiveness has
a large influence on Purchase Intention (0.201). Social Responsibility shows a
large influence on General Attitude (0.151) and is very large on Trustwith effect size as big as(0.280). Meanwhile, Perceived Consumer Effectiveness
has an influence of (0.069). Trust has an influence on Purchase Intention with
an effect size value of (0.138).
Table 16. Fit
Model
|
Saturated
Model |
|
|
SRMR |
0.073 |
(Source: Researcher Processing, 2024)
This model fit test is used to determine whether
a model has a good fit with the data. In the model fit test, it can be seen
from the SRMN value of the model. The PLS model is declared to have met the
model fit test criteria if the SRMN value is <0.1 and the model is declared
perfect SRMN <0.08.
Table
17. Results of Q² Table Test
|
SSO |
SSE |
Q²
(=1-SSE/SSO) |
|
|
A |
573,000 |
532,538 |
0.071 |
|
OAK |
764,000 |
764,000 |
|
|
PCE |
764,000 |
659,583 |
0.137 |
|
PI |
573,000 |
445,980 |
0.222 |
|
SR |
955,000 |
955,000 |
|
|
T |
955,000 |
822,740 |
0.138 |
Source:
Researcher Data Processing Results (2024)
Q-square can be seen in the results of the
blindfolding calculation in the construct cross validated redundancy section.
From the calculation results above, the Q² value is more than zero, so the
model has met the predictive relevance where the model has been reconstructed
well.
Table 18. Path Coefficient Test
Results
|
Hypothesis |
Path Coefficients |
Original |
T-Value |
P-Value |
Conclusion |
|
H1 |
SR->T |
0.492 |
5.933 |
0.000 |
Significant |
|
H2 |
SR ->A |
0.392 |
5.927 |
0.000 |
Significant |
|
H3 |
SR ->PCE |
0.251 |
3.019 |
0.003 |
Significant |
|
H4 |
EK->T |
0.036 |
0.356 |
0.722 |
Not
Significant |
|
H5 |
EK->A |
-0.168 |
2,024 |
0.044 |
Significant |
|
H6 |
EK->PCE |
0.309 |
3,531 |
0.000 |
Significant |
|
H7 |
T->PI |
0.347 |
3.326 |
0.001 |
Significant |
|
H8 |
A->PI |
0.069 |
0.943 |
0.346 |
Not
Significant |
|
H9 |
PCE->PI |
0.372 |
4.878 |
0.000 |
Significant |
Source: Researcher
Data Processing Results (2024)
Hypothesis 1
H1
: Social Responsibility
Variable has a significant positive influence on Trust
According
to the results in the table, it can be seen that the p value is 0.000, which
means <0.005, so H1 is accepted, which means that Social Responsibility
has a positive
and influential influence on the Trust variable on re.uniqlo services on
generation z and millennials in Jabodetabek.
Hypothesis 2
H2 : Social Responsibility
Variable has a positive and significant influence on Attitude
According
to the results in the table, it can be seen that the p values is 0.000 which means < 0.005, then H2 is accepted which means that Social Responsibility has a positive and
influential influence on the variables Attitude
on re.uniqlo services
for generation z and millennials in Jabodetabek.
Hypothesis 3
H3 : Social Responsibility
Variable has a positive and significant influence on Perceived Consumer Effectiveness
According
to the results in the table, it can be seen that the p values is 0.003 which means < 0.005, then H3 is accepted which
means thatSocial
Responsibility has a positive and influential influence on the
variables Perceived Consumer Effectiveness on re.uniqlo services for generation z and millennials in
Jabodetabek.
Hypothesis 4
H4 : Environmental Knowledge Variable does not have
a significant positive influence on the Trust
According
to the results in the table, it can be seen that the p value is 0.722 which means > 0.005, then H4 is rejected which means that Environmental Knowledge does not have a positive
influence and does not affect the Trust variable on
re.uniqlo services on generation z and millennials in Jabodetabek.
Hypothesis 5
H5 : Environmental Knowledge Variable has a positive and significant influence on the
Attitude
According
to the results in the table, it can be seen that the p value is 0.044 which
means <0.005, so H5 is accepted, which means that Environmental Knowledge
has a positive influence and influences the Attitude variable on re.uniqlo
services for generation z and millennials in Jabodetabek.
Hypothesis 6
H6 : Environmental Knowledge Variable has a positive and significant influence on the
perceived consumer effectiveness
According
to the results in the table, it can be seen that the p values as big as0.000 which means < 0.005, then H6 is accepted which means that Environmental Knowledge has a positive and influential influence on the variable perceived consumer effectiveness
on re.uniqlo services for generation z and millennials in Jabodetabek.
Hypothesis 7
H7: Trust variable has a
significant positive influence on the
purchase intention.
According
to the results in the table, it can be seen that the p value is 0.001, which
means <0.005, so H7 is accepted, which means that Trust has a positive
influence and influences the purchase intention variable on re.uniqlo services
for generation z and millennials in Jabodetabek.
Hypothesis 8
H8: Attitude Variable
does not have a positive and significant
influence on the Purchase Intention
According
to the results in the table, it can be seen that the p value is 0.346, which
means > 0.005, so H8 is rejected, which means that Attitude does not have a
positive influence and does not affect the variable. Purchase Intention on re.uniqlo services
for generation z and
millennials in Jabodetabek.
Hypothesis 9
H9 : Perceived Consumer Effectiveness Variable
has a significant positive influence on the
Purchase Intention
According
to the results in the table, it can be seen that the p value is 0.000, which
means <0.005, so H9 is accepted, which means that
Perceived Consumer Effectiveness
has a positive
and influential influence on the variablesPurchase
Intentionon re.uniqlo services for
generation z and millennials in Jabodetabek.
The
Influence between Social Responsibility and Trust
The results
of the analysis show that social responsibility has a significant positive
effect on trust in re.uniqlo services among Generation Z and Millennials in
Jabodetabek. This is evidenced by the T-statistics value of 5.933, which is
much greater than the critical value of 1.645, and the significance value of
0.000, which is below the threshold of 0.05. Thus, the hypothesis (H1) which
states that social responsibility has a significant positive effect on trust is
accepted.
Social responsibility and good
customer service includes quick responses, satisfactory solutions, and interactions that demonstrate concern for customer needs
(Mansur
& Putra, 2023). This signals to consumers that the company is highly
committed to providing quality service and values every customer. Generation
Z and Millennials, who are known to have high expectations for transparency and
corporate responsibility, tend to give more appreciation to this effort, which
ultimately increases their trust in re.uniqlo's services. In this context,
trust is one of the important elements to drive loyalty and repurchase
intentions. When consumers believe that the company will continue to provide
solutions to every problem they face, they feel safer and more confident to
continue using the service. Therefore, companies need to make social
responsibility an integral part of their customer relationship management
strategy, by ensuring that every complaint is handled professionally and
reflects the sustainability values carried by re.uniqlo.
The
Influence between Social Responsibility and Attitude
The results of the analysis show that social responsibility has a significant positive effect on attitude towards re.uniqlo services among Generation Z and Millennials in Jabodetabek. This is evidenced by the T-statistics value of 5.927, which is much greater than the critical value of 1.645, and the significance value of 0.000, which is below the threshold of 0.05. Thus, the hypothesis (H2) which states that social responsibility has a significant positive effect on Attitude is accepted. Social responsibility plays an important role in shaping attitudes and views that can reflect behavioral patterns in responding to situations (attitude). Research by (Magfiroh, 2021) found that responsibility and caring attitudes significantly influence behavior, emotions and thought patterns in students, with a contribution of 40%. This shows that the higher a person's sense of social responsibility, the more likely they are to have a positive attitude towards the environment. Therefore, efforts to increase social responsibility, such as through education and awareness campaigns, can be an effective strategy in shaping and strengthening attitudes among the community.
The Influence between Social Responsibility and
Perceived Consumer Effectiveness
Social
responsibility is closely related to perceived consumer effectiveness (PCE),
which refers to an individual's belief that their actions can have a positive
impact on the environment. Individuals who have a high awareness of social
responsibility are more likely to believe that their personal actions, such as
supporting environmentally friendly services or choosing sustainable products,
can help address global environmental issues. According to the results in the
table, it can be seen that the T-statistics value is 3.019, which means >
1.645 and the sig. value is 0.003 below the value of 0.05, so H3 is accepted,
which means that social responsibility has a significant positive effect on
perceived consumer effectiveness in re.uniqlo services for generation z and
millennials in Jabodetabek. In this context, social responsibility encourages
individuals to act consciously towards their consumption choices, thereby
strengthening PCE. Consumers with a high sense of social responsibility tend to
have greater confidence that their behavior, such as supporting brands with
sustainable practices, can have a positive impact on the environment. This is in line
with research Gunawan and
Bernardo, (2022) that social responsibility
influences perceived consumer effectiveness.
The Influence between Environmental Knowledge
and Trust
The results of the analysis show that environmental knowledge does not have a significant positive effect on trust in re.uniqlo services among Generation Z and Millennials in Jabodetabek. This is indicated by the T-statistics value of 0.356, which is smaller than the critical value of 1.645, and the significance value of 0.722, which exceeds the threshold of 0.05. Thus, the hypothesis (H4) states that there is no significant effect between environmental knowledge and trust. This finding suggests that although individuals have knowledge of environmental issues, it does not automatically increase their trust in re.uniqlo services. Other factors, such as direct experience with services, brand reputation, product quality, and the effectiveness of marketing communications, may play a more dominant role in shaping consumer trust. Research by (Chang et al., 2013) shows that consumer trust in green products is more influenced by perceived quality and brand image than environmental knowledge alone. In addition, knowledge of environmental issues, such as sustainability and recycling, can increase individuals' awareness, but does not necessarily make them believe a company's environmental claims. Generation Z and Millennials, for example, are often skeptical of greenwashing practices, which is when companies appear to care about the environment but are not fully transparent or consistent in their practices (Nguyen & Pervan, 2020).
The
Influence between Environmental Knowledge and Attitude
Environmental knowledge plays an important role in shaping attitudes and views. Research shows that individuals with higher environmental knowledge tend to have more positive attitudes towards environmental conservation. This is due to a better understanding of the impact of human activities. This is supported by the T-statistics value of 2.024, which is greater than the critical value of 1.645, and the significance value of 0.044, which is below the significance threshold of 0.05. Thus, the hypothesis (H5) which states that environmental knowledge has a significant positive effect on attitude is accepted. This is in line with research Kusuma and Handayani (2018) environmental knowledge has an influence on attitude.
The Influence between Environmental Knowledge
and Perceived Consumer Effectiveness
Individual
environmental knowledge plays an important role in shaping their beliefs about
the effectiveness of personal actions in addressing environmental issues, known
as perceived consumer effectiveness (PCE). PCE refers to the extent to which
consumers believe that their behavior can contribute to sustainable outcomes
(Hanss, 2022). According to the results in the table, it can be seen that the
T-statistics value is 3,531, which means> 1,645 and the sig. value is 0.000
below 0.05, then H6 can be accepted, which means that environmental awareness
knowledge has a significant positive effect on perceived consumer effectiveness
in re.uniqlo services for generation z and millennials in Jabodetabek. A study
by Fan et al. (2020) shows that good environmental knowledge significantly
increases consumer awareness of environmentally friendly products and services.
In addition, research by Michel et al., (2023) found that perceived environmental knowledge has a positive effect on PCE.
The Influence between Trust and Purchase
Intention
According
to the results in the table, it can be seen that the T-statistics value is
3.326, which means > 1.645 and the sig. value is 0.001 below the value of
0.05, so H7 is accepted, which means that trust has a significant positive
effect on purchase intention on re.uniqlo services for generation z and
millennials in Jabodetabek. This finding is in line with previous studies that
highlight the importance of trust in shaping consumer purchasing intentions.
Study by (Hana, 2019) found that trust has a significant influence on online shopping
interest in the millennial generation. In addition, research by amarullah, (2022) shows that trust plays an
important role in the repurchase intention of Generation Z consumers. In the
context of re.uniqlo, consumer trust can be built through transparency of the
service process, consistency of quality, and effective communication of the
sustainability values carried. Generation Z and Millennials, who are known to
have high concern for environmental and social issues, tend to trust and intend
to buy from brands that show a real commitment to sustainable practices.
The influence between Attitude with Purchase Intention
The
results of the analysis show that Attitude does not have a significant effect
on purchase intention on re.uniqlo services among Generation Z and Millennials
in Jabodetabek. The T-statistics value of 0.943, which is smaller than the
critical value of 1.645, and the significance value of 0.346, which is above
the threshold of 0.05, confirms that the hypothesis (H8) is rejected. This
finding indicates that although consumers may have a positive attitude towards
environmental issues, it is not enough to drive their intention to use
re.uniqlo services. Other factors such as price, convenience, service
experience, or direct perception of the environmental impact of the service are
likely to play a more dominant role. Therefore, re.uniqlo needs to highlight the
real benefits and relevance of their services to consumer needs to encourage
increased purchase intention.
Research conducted by Anandya and Werastuti, (2020) found that attitude does not have a positive
and significant influence on purchase intention among the Indonesian millennial
generation. Generation Z and Millennials are known to be more dynamic and tend
not to always rely on general attitudes towards a brand or product as a basis
for purchasing decisions. They are
more influenced by direct experience, online reviews, promotions, or recommendations
from friends and influencers
on social media (Pinto & Paramita, 2021). These results indicate that although
attitudes toward the service exist, these attitudes are not strong enough to be
a determining factor in driving purchase intentions among the study
respondents.
The Influence of Perceived Consumer
Effectiveness with Purchase Intention
According to the results
in the table, it can be seen that the T-statistics value is 4.878, which means
<1.645 and the sig. value is 0.000 below the value of 0.05, so H9 is
accepted, which means that perceived consumer effectiveness has a significant
positive effect on purchase intention on re.uniqlo services for generation z
and millennials in Jabodetabek. This finding shows that consumer confidence in
the effectiveness of their actions in supporting environmental sustainability
influences their decision to use re.uniqlo services. Generation Z and
Millennials, who are known to be more concerned about sustainability issues,
tend to have a greater intention to use services that they believe can have a
positive impact on the environment. This is in line with a study by Kumar
(2022), which shows that PCE has a significant influence on purchasing
intentions for green products among young consumers.
Conclusion
Based on the results of the analysis, it was concluded that the variableAttitude
does not have a significant
influence on purchase intention on re.uniqlo services
among Generation Z and Millennials in Jabodetabek. This shows that although
consumers are aware of certain issues and situations, this awareness is not
enough to drive purchase intention. The Environmental Knowledge variable has a
significant positive influence onAttitude on re.uniqlo services among Generation Z and Millennials in
Jabodetabek. This finding shows that consumer knowledge, views, and mindsets
play an important role in increasing their awareness of the sustainability
values promoted by re.uniqlo services. The Environmental Knowledge variable
has a significant positive effect on perceived consumer effectiveness (PCE) on
re.uniqlo services among Generation Z and Millennials in Jabodetabek. This
finding shows that consumer knowledge of environmental issues increases their
belief that individual actions, such as choosing environmentally friendly
services, can have a positive impact on sustainability. The Environmental
Knowledge variable does not have a significant effect on trust in re.uniqlo
services among Generation Z and Millennials in Jabodetabek. This finding
explains that although consumers have knowledge about environmental issues, it
is not enough to increase trust in re.uniqlo services. The Perceived Consumer
Effectiveness (PCE) variable has a significant positive effect on purchase
intention on re.uniqlo services among Generation Z and Millennials in
Jabodetabek. These findings indicate that consumers' belief in the
effectiveness of their actions in supporting environmental sustainability is an
important factor in driving the decision to use re.uniqlo services. Thus,
companies can increase purchase intention through strategies that strengthen
PCE, such as providing clear information about the positive impact of services
on the environment, promoting concrete results of sustainability programs, and
educating consumers about the importance of their contribution in creating
positive environmental change. Social Responsibility has a significant positive
influence onAttitudeon
re.uniqlo services among Generation Z and Millennials in Jabodetabek. Social
Responsibility has a significant positive effect on perceived consumer
effectiveness on re.uniqlo services among Generation Z and Millennials in
Jabodetabek. Social Responsibility has a significant positive effect on trust
received.Trustsignificantly has a positive effect
onPurchase
Intention on re.uniqlo services for generation z and millennials in Jabodetabek.
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