Green Marketing and Environmental Knowledge as a Drivers of Green Purchase Behavior: A Study of Instagram Followers of Thriftshop in Malang
- DOI
- 10.2991/978-94-6463-576-8_24How to use a DOI?
- Keywords
- environmental knowledge; green marketing; green purchase behavior; thrift; thriftshop
- Abstract
The purpose of this study is to address issues surrounding the existence of products that are deemed greener and more ecologically friendly than those found at secondhand stores. The quick fashion movement, which has detrimental effects on the environment and the sustainability of natural resources, can be countered by the phenomena of thrifting. Additionally, by examining the environmental awareness of Malang City’s thrift store Instagram followers, one can ascertain the impact of green marketing on environmentally conscious consumer behavior. Purposive sampling was the method employed, and 225 Malang City thrift store followers who had bought and utilized thrift store goods were included in the sample. Partial Least Squares (PLS-SEM) with SmartPLS 4.0 software is used in statistical analysis. According to the study’s findings, goods from thrift stores are thought to be more sustainable and safer. Thrift stores benefit greatly from Instagram’s social media presence when it comes to selling their goods online. Through environmental understanding, green marketing has a good and considerable impact on green purchasing behavior. Businesses involved in the thrifting industry, particularly in Indonesia, such as thriftshops, can enhance their green marketing tactics to the advantage of customers, the company’s reputation, and the environment.
- Copyright
- © 2024 The Author(s)
- Open Access
- Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.
Cite this article
TY - CONF AU - Muhammad Rizky Rahmasmara Putra AU - Titis Shinta Dhewi PY - 2024 DA - 2024/11/19 TI - Green Marketing and Environmental Knowledge as a Drivers of Green Purchase Behavior: A Study of Instagram Followers of Thriftshop in Malang BT - Proceedings of the BISTIC Business Innovation Sustainability and Technology International Conference (BISTIC 2024) PB - Atlantis Press SP - 274 EP - 296 SN - 2352-5428 UR - https://doi.org/10.2991/978-94-6463-576-8_24 DO - 10.2991/978-94-6463-576-8_24 ID - Putra2024 ER -