Dari Gaya ke Kesadaran: Transformasi Hedonisme Menuju Konsumsi Fashion Berkelanjutan

Authors

  • Sakti Wiryawan Universitas Muhammadiyah Surakarta
  • Rini Kuswati Universitas Muhammadiyah Surakarta

DOI:

https://doi.org/10.24269/iso.v9i1.3261

Keywords:

Hedonisme, Kesadaran Lingkungan, Sikap Pro-Lingkungan, Konsumsi Fashion Berkelanjutan, SEM-PLS

Abstract

Industri fashion menghadapi tantangan dalam mendorong konsumsi yang lebih berkelanjutan, terutama terkait dengan faktor-faktor yang memengaruhi keputusan konsumen. Penelitian ini bertujuan untuk menganalisis pengaruh hedonisme dan kesadaran lingkungan terhadap sikap pro-lingkungan serta konsumsi fashion berkelanjutan. Menggunakan metode kuantitatif dengan pendekatan Structural Equation Modeling-Partial Least Squares (SEM-PLS), penelitian ini menemukan bahwa kesadaran lingkungan berpengaruh signifikan terhadap sikap pro-lingkungan dan konsumsi fashion berkelanjutan. Sikap pro-lingkungan juga memiliki dampak positif terhadap keputusan konsumsi fashion berkelanjutan. Sebaliknya, hedonisme tidak menunjukkan pengaruh yang signifikan terhadap variabel tersebut. Hasil ini menekankan pentingnya edukasi lingkungan dan strategi pemasaran yang inovatif dalam meningkatkan minat konsumen terhadap produk fashion berkelanjutan. Dukungan kebijakan dan kolaborasi industri diharapkan dapat mempercepat transisi menuju konsumsi fashion yang lebih ramah lingkungan.

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Published

2025-09-18

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Vol. 9 No. 1 (2025): April

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