Proceedings of the BISTIC Business Innovation Sustainability and Technology International Conference (BISTIC 2024)

Green Marketing and Environmental Knowledge as a Drivers of Green Purchase Behavior: A Study of Instagram Followers of Thriftshop in Malang

Authors
Muhammad Rizky Rahmasmara Putra1, *, Titis Shinta Dhewi1
1Universitas Negeri Malang, Jl. Semarang No. 5, Kota Malang, 65145, Jawa Timur, Indonesia
*Corresponding author.
Corresponding Author
Muhammad Rizky Rahmasmara Putra
Available Online 19 November 2024.
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.

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Volume Title
Proceedings of the BISTIC Business Innovation Sustainability and Technology International Conference (BISTIC 2024)
Series
Advances in Economics, Business and Management Research
Publication Date
19 November 2024
ISBN
978-94-6463-576-8
ISSN
2352-5428
DOI
10.2991/978-94-6463-576-8_24How to use a DOI?
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  -