Factors Influencing UNIQLO Sustainable Product Purchase Intention: A Theory of Planned Behavior Approach

Abstract

Climate change and environmental degradation have pushed the textile industry, including UNIQLO, to adopt more sustainable practices. UNIQLO’s goal to use 50% recycled materials by 2030, along with rising environmental awareness among Gen Z, signals a shift toward more sustainable consumption. However, research applying the Theory of Planned Behavior to purchase intention in this context remains limited. This study aims to analyze the influence of attitude, subjective norms, and perceived behavioral control on their purchase intention for UNIQLO sustainable products. A quantitative approach was used through an online survey involving 190 respondents, analyzed using descriptive statistics and SEMPLS. Results show that all three variables significantly and positively influence Gen Z’s purchase intention. These findings inform practical implications, such as emphasizing personal benefits of sustainable products, providing social recommendations, and hosting offline events showcasing sustainable product benefits with limited-time discounts as incentives.

Perubahan klim dan degradasi lingkungan telah mendorong industri tekstil, termasuk UNIQLO, untuk menerapkan praktik yang lebih berkelanjutan. Target UNIQLO menggunakan 50% bahan daur ulang pada tahun 2030, bersama dengan meningkatnya kesadaran lingkungan di kalangan Gen Z, menandakan adanya pergeseran menuju konsumsi berkelanjutan. Namun, penelitian yang menerapkan Theory of Planned Behavior terhadap niat beli dalam konteks ini masih terbatas. Penelitian ini bertujuan untuk menganalisis pengaruh sikap, norma subjektif, dan persepsi kontrol perilaku terhadap niat beli produk berkelanjutan UNIQLO oleh Gen Z di Jakarta. Pendekatan kuantitatif digunakan melalui survei daring terhadap 190 responden, dianalisis menggunakan statistik deskriptif dan SEM-PLS. Hasil menunjukkan bahwa ketiga variabel tersebut berpengaruh secara signifikan dan positif terhadap niat beli Gen Z. Temuan ini memberikan implikasi praktis, seperti menekankan manfaat pribadi produk berkelanjutan, menyediakan rekomendasi sosial, dan menyelenggarakan acara offline yang menampilkan manfaat produk berkelanjutannya dengan insentif diskon terbatas.