The Influence of Environmental Consciousness, Green Lifestyle, Influencer Credibility, and Social Media Engagement on Purchase Intention of Slow Fashion Products on the TikTok Application among Generation Z

Authors

  • Fajar ASHSIDIK State University of Jakarta, Indonesia
  • Setyo Ferry WIBOWO State University of Jakarta, Indonesia
  • Andi Muhammad SADAT State University of Jakarta, Indonesia

DOI:

https://doi.org/10.38142/ijesss.v6i4.1459

Keywords:

Environmental, Influencer, Engagement, Intention, Slow Fashion

Abstract

This study analyzes the influence of environmental awareness, green lifestyle, influencer credibility, and social media engagement on slow fashion purchase intentions among Generation Z on TikTok. The massive fast fashion industry contributes to environmental problems, with significant clothing waste in Indonesia. Slow fashion offers sustainable solutions, but its implementation remains limited. Generation Z, as primary consumers of fast fashion and active TikTok users, has the potential to be a driver of change. Using quantitative methods on 200 Generation Z respondents in Greater Jakarta (Jabodetabek) who were exposed to slow fashion content on TikTok, the results show that environmental awareness positively influences slow fashion purchase intentions and green lifestyle. Influencer credibility increases social media engagement, which in turn influences green lifestyle and purchase intentions. However, green lifestyle does not directly influence slow fashion purchase intentions, as Generation Z may prioritize mindful clothing consumption (e.g., capsule wardrobes) over simply purchasing new products. Influencer credibility also does not directly influence purchase intentions, possibly due to skepticism of promotional content or a lack of influencer expertise in sustainable fashion. In conclusion, increasing environmental awareness and engaging social media engagement are crucial to driving slow fashion purchase intentions among Generation Z. Marketing strategies must go beyond influencer credibility alone to effectively drive purchases. This research provides valuable insights into understanding consumer behavior and desires.

Downloads

Download data is not yet available.

References

Aini, S. K., Wibowo, S. F., & Krissanya, N. (2025). Pengaruh Social Media Influencer Credibility dan E-WOM Terhadap Purchase Intention Skincare Produk Lokal di Jabodetabek Melalui Brand Trust Sebagai Variabel Mediasi. 2(2). https://doi.org/10.62710/fr84ne04

AlFarraj, O., Alalwan, A. A., Obeidat, Z. M., Baabdullah, A., Aldmour, R., & AlHaddad, S. (2021). Examining the impact of influencers’ credibility dimensions: attractiveness, trustworthiness and expertise on the purchase iintention in the aesthetic dermatology industry. Review of International Business and Strategy, 31(3), 355–374. https://doi.org/10.1108/RIBS-07-2020-0089

Al-Haddad, S., Sharabati, A. A. A., Al-Khasawneh, M., Maraqa, R. M., & Hashem, R. (2022). The Influence of Corporate Social Responsibility on Consumer Purchase Intention: The Mediating Role of Consumer Engagement via Social Media. 14(11).

Alviana, R. N., & Kussudyarsana. (2025). The Influence Of Social Media Engagement, Perception Of Product Quality, And Perception Of Application Ease On Buying Interest In Tik Tok Shop Fashion Products. COSTING: Journal of Economic, Business and Accounting, 8(1).

Banirohim, G., & Hermawan, A. (2022). Using Online Applications on Interest to Buy Fast Fashion on Gen-Z in Indonesia. Budapest International Research and Critics Institute-Journal (BIRCI-Journal), 5, 26573–26584. https://doi.org/10.33258/birci.v5i3.6701

Centobelli, P., Abbate, S., Nadeem, S. P., & Garza-Reyes, J. A. (2022). Slowing the fast fashion industry: An all-round perspective. In Current Opinion in Green and Sustainable Chemistry (Vol. 38). Elsevier B.V. https://doi.org/10.1016/j.cogsc.2022.100684

Diantari, N. K. Y. (2021). Fast Fashion Sebagai Lifestyle Generasi Z di Denpasar (Fast Fashion as a Generation Z Lifestyle in Denpasar).

Fadilla, A., & Rimadias, S. (2024). Peran Kredibilitas Influencer Sarah Ayu Dan Content Quality Terhadap Online Engagement Dan Purchase Intention Pada Media Sosial Instagram. Journal of Accounting, Management, and Islamic Economics, 2(2), 539–550.

Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2018). Multivariate Data Analysis (8th ed.). Cengage Learning.

Kumar, A., Prakash, G., & Kumar, G. (2021). Does environmentally responsible purchase intention matter for consumers? A predictive sustainable model developed through an empirical study. Journal of Retailing and Consumer Services, 58. https://doi.org/10.1016/j.jretconser.2020.102270

Li, J., Chiu, D. K. W., Ho, K. K. W., & So, S. (2024). The Use of Social Media in Sustainable Green Lifestyle Adoption: Social Media Influencers and Value Co-Creation. Sustainability (Switzerland), 16(3). https://doi.org/10.3390/su16031133

Lin, P. H., & Chen, W. H. (2022). Factors That Influence Consumers’ Sustainable Apparel Purchase Intention: The Moderating Effect of Generational Cohorts. Sustainability (Switzerland), 14(14). https://doi.org/10.3390/su14148950

Manalu, F. A., Dewi, R. S., & Nugraha, H. S. (2023). Determinants Of Green Purchase Intention Among Beauty Product Consumers In Batam City. Jurnal Ekonomi, 12(03), 2023. http://ejournal.seaninstitute.or.id/index.php/Ekonomi

Mewengkang, J. D., & Hidayah, R. T. (2023). Pengaruh Kredibilitas Influencer Terhadap Minat Konsumen Untuk Membeli Produk Somethinc Yang Dimediasi Oleh Keterlibatan Sosial Media Instagram. Jurnal Ilmiah Manajemen Bisnis Dan Inovasi Universitas Sam Ratulangi, 10(2), 907–919.

Niinimäki, K., Peters, G., Dahlbo, H., Perry, P., Rissanen, T., & Gwilt, A. (2020). The environmental price of fast fashion. In Nature Reviews Earth and Environment (Vol. 1, Issue 4, pp. 189–200). Springer Nature. https://doi.org/10.1038/s43017-020-0039-9

Siregar, A. I., & Albetris. (2023). Kesadaran Lingkungan Terhadap Gaya Hidup Sehat Berpengaruh pada Keputusan Pembelian Produk Ramah Lingkungan di Kalangan Milenial Kota Jambi. Jurnal Ilmiah Maksitek, 8(4).

Sistem Informasi Pengelolaan Sampah Nasional. (2025). Komposisi Sampah. https://sipsn.menlhk.go.id/sipsn/public/data/komposisi

Šramková, M., & Sirotiaková, M. (2021). Consumer Behaviour of Generation Z in the Context of Dual Quality of Daily Consumption Products on EU market. SHS Web of Conferences, 92, 06038. https://doi.org/10.1051/shsconf/20219206038

Sudaryanto, Subagjo, A., Hanim, A., & Utami, W. (2024). Consumer Behavior Gen Z. Universitas Ciputra

Zhang, B., Zhang, Y., & Zhou, P. (2021). Consumer attitude towards sustainability of fast fashion products in the uk. Sustainability (Switzerland), 13(4), 1–23. https://doi.org/10.3390/su13041646

Zion Market Research. (2022). Fast Fashion Market Size, Share, Industry Analysis, Trends, Growth, Forecasts, 2030. https://www.zionmarketresearch.com/report/fast-fashion-market

Downloads

Published

2025-07-31