Green Marketing, Green Signaling Strength,  and Value Differentiation in Sustainable Fashion Purchase Intention

Shinta Rahmani; Muhammad Ali Iqbal; Hetty Karunia Tunjungsari

doi:10.61255/jeemba.v4i3.1076

Authors

Shinta Rahmani Universitas Mercu Buana
Muhammad Ali Iqbal Universitas Mercu Buana
Hetty Karunia Tunjungsari Universitas Tarumanagara

DOI:

https://doi.org/10.61255/jeemba.v4i3.1076

Keywords:

Green Marketing, Green Signaling Strength, Purchase Intention, Sustainable Fashion, Value Differentiation

Abstract

Purpose: This study investigates how green marketing is translated into purchase intention for sustainable fashion and identifies the consumer evaluations that make sustainability communication persuasive. The issue is especially relevant in fashion because purchase decisions combine functional considerations with symbolic and identity-related meanings, while sustainability claims do not always produce a consistent behavioral response.

Design/methodology/approach: The research used a quantitative explanatory design and analyzed online survey responses from 200 consumers. The proposed model incorporated green marketing, green signaling strength, value differentiation, environmental identity, consumption visibility, and purchase intention. PLS-SEM was employed to estimate direct relationships, sequential mediation, and moderating effects.

Findings: Green marketing showed no significant direct relationship with purchase intention. Instead, the relationship was fully transmitted through a sequential mechanism in which green marketing increased green signaling strength, stronger signals enhanced value differentiation, and differentiated value increased purchase intention. Environmental identity significantly moderated the green signaling strength-value differentiation relationship, whereas consumption visibility did not produce a significant moderating effect.

Originality/value: The study identifies value differentiation as the pivotal evaluative link between sustainability communication and purchase intention. For sustainable fashion brands, the findings imply that environmental messages are more effective when consumers can verify their credibility and recognize concrete, distinctive value rather than receiving broad green claims alone.

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