CONSUMER PERCEPTION OF UNIQLO'S SUSTAINABLE MARKETING AND ITS IMPLICATIONS TO PURCHASE DECISIONS
Keywords:
Consumer Perception, Sustainable Marketing, Purchase Decision, Uniqlo, Fast Fashion
Abstract
This study analyzes how consumer perceptions of sustainable marketing conducted by Uniqlo influence their purchasing decisions. In an era where sustainability is a major concern, consumers increasingly consider environmental and social aspects when choosing products. This research uses a quantitative method through a survey of Uniqlo consumers in Semarang to measure the impact of perceptions of sustainable marketing. The results show that consumer perceptions of Uniqlo’s sustainable marketing have a positive and significant influence on their purchasing decisions. Positive perceptions enhance brand loyalty, trust, and willingness to pay a premium price, while negative perceptions can reduce purchasing decisions. These findings highlight the importance of sustainable marketing strategies in building a strong brand image and supporting consumer purchasing decisions. This study provides valuable insights for companies to improve sustainability in their business practices to meet the expectations of modern consumers.
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Chen, Y.-S. (2010). The Drivers of Green Brand Equity: Green Brand Image, Green Satisfaction, and Green Trust. Journal of Business Ethics, 93, 307–319. https://doi.org/DOI 10.1007/s10551-009-0223-9
Fitriani, I., Widyawati, W., & Syafrial, S. (2021). Pengaruh Sikap, Norma Subjektif, Persepsi Kendali Perilaku terhadap Niat Perilaku Konsumsi Berkelanjutan Pembelian Makanan Berkemasan Ramah Lingkungan Foopak. Jurnal Ekonomi Pertanian Dan Agribisnis, 5, 1115–1125. https://doi.org/10.21776/ub.jepa.2021.005.04.14
Gleim, M., Sreen, N., & Pant, L. (2022). Is Doing Right All that Matters in Sustainability Marketing? The Role of Fit in Sustainable Marketing Strategies. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.4093796
Gong, Y., Xiao, J., Tang, X., & Li, J. (2023). How Sustainable Marketing Influences the Customer Engagement and Sustainable Purchase intention? the Moderating Role of Corporate Social Responsibility. Frontiers in Psychology, 14. https://doi.org/10.3389/fpsyg.2023.1128686
Groening, C., Sarkis, J., & Zhu, Q. (2018). Green marketing consumer-level theory review: A compendium of applied theories and further research directions. Journal of Cleaner Production, 172, 1848–1866. https://doi.org/10.1016/j.jclepro.2017.12.002
Immawati, S. A., Sukardiman, D. F., & Setiyawati, R. (2024). Perilaku Pembelian Ramah Lingkungan: Tinjauan terhadap Persepsi Nilai, Persepsi Risiko, dan Kepercayaan di Niceso Kota Tangerang. Journal of Indonesia Marketing Association., 2, 123–133. https://doi.org/10.69477/ima.v2i2.32
Joshi, Y., & Rahman, Z. (2015). Factors Affecting Green Purchase Behaviour and Future Research Directions. International Strategic Management Review, 3, 128–143. https://doi.org/https://doi.org/10.1016/j.ism.2015.04.001
Joshi, Y., & Rahman, Z. (2019). Consumers’ Sustainable Purchase Behaviour: Modeling the Impact of Psychological Factors. Ecological Economics, 159, 235–243. https://doi.org/10.1016/j.ecolecon.2019.01.025
Kotler, P., Kartajaya, H., & Setiawan, I. (2018). Marketing 3.0: From Products to Customers to the Human Spirit (pp. 139–156). https://doi.org/10.1007/978-981-10-7724-1_10
Kumar, V., & Christodoulopoulou, A. (2014). Sustainability and branding: An integrated perspective. Industrial Marketing Management, 43, 6–15. https://doi.org/10.1016/j.indmarman.2013.06.008
Kumar, V., Rahman, Z., & Kazmi, A. A. (2016). Assessing the Influence of Stakeholders on Sustainability Marketing Strategy of Indian Companies. SAGE Open, 6, 215824401666799. https://doi.org/10.1177/2158244016667991
Malhotra, N. K. (2020). Marketing research : An Applied Orientation (7th ed.). Harlow, England Pearson.
Moser, A. K. (2015). Thinking green, buying green? Drivers of pro-environmental purchasing behavior. Journal of Consumer Marketing, 32, 167–175. https://doi.org/10.1108/jcm-10-2014-1179
Neha, Joshi, P., & Kumar, N. (2024). Sustainable Marketing Initiatives and Consumer Perception of Fast Fashion Brands. Textile & Leather Review, 7, 104–124. https://doi.org/10.31881/tlr.2023.170
Niinimäki, K. (2010). Eco-clothing, Consumer Identity and Ideology. Sustainable Development, 18, 150–162. https://doi.org/10.1002/sd.455
Pancić, M., Serdarušić, H., & Ćućić, D. (2023). Green Marketing and Repurchase Intention: Stewardship of Green Advertisement, Brand Awareness, Brand Equity, Green Innovativeness, and Brand Innovativeness. Sustainability, 15, 12534. https://doi.org/10.3390/su151612534
Papadas, K.-K., Avlonitis, G. J., & Carrigan, M. (2017). Green Marketing orientation: Conceptualization, Scale Development and Validation. Journal of Business Research, 80, 236–246. https://doi.org/10.1016/j.jbusres.2017.05.024
Ray, S., & Nayak, L. (2023). Marketing Sustainable Fashion: Trends and Future Directions. Sustainability, 15. https://doi.org/https://doi.org/10.3390/su15076202
Sheth, J. N., & Parvatiyar, A. (2021). Sustainable Marketing: Market-Driving, Not Market-Driven. Journal of Macromarketing, 41, 150–165.
Todeschini, B. V., Cortimiglia, M. N., Callegaro-de-Menezes, D., & Ghezzi, A. (2019). Innovative and sustainable business models in the fashion industry: Entrepreneurial drivers, opportunities, and challenges. Business Horizons, 60, 759–770. https://doi.org/https://doi.org/10.1016/j.bushor.2017.07.003
White, K., Habib, R., & Hardisty, D. J. (2019). How to SHIFT Consumer Behaviors to Be More Sustainable: a Literature Review and Guiding Framework. Journal of Marketing, 83, 22–49. https://doi.org/https://doi.org/10.1177/0022242919825649
Witjaksono, G., Suhara, A., Amanda, A. Z., Pandri, & Judijanto, L. (2023). Teknologi Blockchain dalam Supply Chain Management: Meningkatkan Transparansi dan
Keamanan. Jurnal Cahaya Mandalika ISSN 2721-4796 (Online), 3, 2146–2152. https://www.ojs.cahayamandalika.com/index.php/jcm/article/view/2477
Published
2024-12-25
How to Cite
Filipus Jhon Eric Sipayung, & Maria Yosephine Dwi Hayu Agustini. (2024). CONSUMER PERCEPTION OF UNIQLO’S SUSTAINABLE MARKETING AND ITS IMPLICATIONS TO PURCHASE DECISIONS. INTERNATIONAL SEMINAR, 6, 923 - 933. Retrieved from https://conference.unita.ac.id/index.php/conference/article/view/282
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Articles
