Perpustakaan Digital ITB

In recent times, the tendency of Indonesian youth in term intention to purchase green product is increasing. Green marketing as a marketing strategy to attract consumer to purchase products/services by offering eco friendly values from its product/services. This study aims to understand the preference factors of Indonesian youth toward their green purchase intention thought eco friendly fashion accessories. The factors that want to be examined for affect in theirs green purchase intention are environmental values and beliefs, eco label, peer influence in green context, and green marketing. This study uses a quantitative study with a total of 250 respondents aged 18-28 years who stay in Jakarta, Bandung and Surabaya. By using multiple linear regression analysis methods to test the hypothesis. The results showed consumers’ environmental values and beliefs, eco label and green marketing have a significant affect to green purchase intention. Based on the results of the study, researcher can provide an overview of fashion accessories companies regarding the tendency of Indonesian youth purchase intention. In addition, the results of research can be used to strengthen the selected variables of companies to be more competitive.