Do Gen Z Students Love Green? Evidence from Cottonink Consumers
DOI:
https://doi.org/10.17977/um087v3i22026p194-205Keywords:
green perceived value, brand experience, brand love, brand attitudeAbstract
The fashion industry is perceived as having a negative ecological impact. The industry then responded by adapting to the green marketing communication strategy to offer added value to consumers who tend to be critical of environmental issues. One of the brands implementing this is COTTONINK. Drawing from the characteristics of Gen Z, as the main market for the fashion industry, this study attempts to see how green perceived value and brand experience influence brand love as mediated by brand attitude in Gen Z consumers in Indonesia.This study incorporates the theory of green perceived value, brand experience, green brand attitude, and green brand love. This study is quantitative research employing survey method. The research sample are Generation Z students in 4 major cities in Indonesia, namely Jakarta, Surabaya, Yogyakarta, and Bandung, with a sum of 200 people. This study suggests that the green perceived value of consumers does not influence their brand love for COTTONINK. On the contrary, brand experience is a compelling factor in building brand attitude and brand love of Gen Z consumers in Indonesia towards the brand.
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