The Influence of Sustainability Factors and Upcycled Products on Purchase Intention toward Eco-Conscious Luxury Fashion Brands: The Mediating Role of Storytelling and the Moderating Role of Perceived Quality
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Abstract
This study aims to examine the factors of sustainability and upcycled products that influence environmental concern and purchase intention toward environmentally conscious luxury fashion brands. Additionally, it investigates the role of storytelling as a mediating variable and perceived quality as a moderating variable. This research is a quantitative study utilizing a questionnaire as a data collection tool, with a sample size of 400 respondents selected through simple random sampling. Data analysis was conducted using descriptive statistics and inferential statistics, including simple regression analysis, multiple regression analysis, mediation analysis, and moderation analysis, employing Process Macro Version 4.2 The findings reveal that sustainability and upcycled product factors significantly influence environmental concern, which in turn significantly affects purchase intention toward environmentally conscious luxury fashion brands at a 0.05 significance level. Furthermore, mediation analysis results indicate that storytelling serves as a partial mediator in the relationship between sustainability and purchase intention, as well as between upcycled products and purchase intention, with statistical significance at the 0.05 level. Finally, moderation analysis results show that the effect of upcycled products on purchase intention toward environmentally conscious luxury fashion brands is moderated by perceived quality in a Quasi-Moderator condition at the 0.05 significance level.This research provides valuable insights into the factors influencing purchase intention for sustainable luxury fashion brands, emphasizing the role of storytelling and perceived quality. The findings offer strategic guidance for brands to enhance sustainability initiatives, enable marketers to refine communication strategies, and support policymakers in promoting environmentally friendly businesses. Additionally, this study raises consumer awareness regarding the importance of sustainable purchasing decisions.
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