Fashion engagement and pro-environmental attitudes: drivers of sustainable fashion consumption in Indonesia

Purpose — The purpose of this research is to explore the relationship between fashion involvement, pro-environmental attitudes, and consumption sustainable in Indonesian market.Method was conducted Capital City Jakarta satellite cities, involving 236 respondents from three generational groups (Gen X, Gen Y, Z). study employed surveys gather data on consumption.Result findings indicate that both engagement attitudes have a significant positive with market. also highlights importance social norms influencing purchasing behavior.Contribution This provides valuable insights into factors driving Indonesia through influence attitude variables different groups, namely gen Z Indonesia.