Uncovering the determinants of environmentally-friendly apparel purchase intention in Indonesia: Incorporating environmental concern and knowledge into the theory of planned behavior

The clothing industry is a high-growth that attractive to be occupied by the business. However, behind its appeal, this brings harmful impacts environment. fashion considered 2nd most destructive in world. Environmental damage due occurs not only production process but also consumption and disposal. As growth of cannot separated from consumer intervention, efforts improve environmental impact caused require consumers’ role. Consumers can environment through their choices, such as replacing usual products with more sustainable products. Therefore, it essential discover what factors encourage consumers consume environmentally friendly apparel. This study intends explore motivation deciding buy apparel applying extended theory planned behavior. an extension, includes two additional variables, namely concern knowledge. involved 407 respondents who have followed some brands. collected data would then analyzed smartPLS 3.0. result showed all variables are proven significant influencing purchase intention for environmentally-friendly apparel, except concern, which influence indirect attitude. gives new insight into shapes buying