How does Gen Z choose their fashion brand: The role of Green Marketing and Brand Image in influencing the intention to buy

Abstract The research is interested in understanding Generation Z’s awareness of environmentally friendly products in fashion brands. The research objectives are as follows: Firstly, it aims to analyze the influence of green marketing on brand image and purchase intention of fashion brands among Gen Z. Secondly, the research is also interested in examining the influence of brand image on the purchase intention of fashion brands. Thirdly, it is also to examine the role of brand image as the mediator of the influence of green marketing on purchase intention in this matter. The research is quantitative in nature. A questionnaire was distributed to 210 respondents who are Gen Z in Jakarta. The data was analyzed using SmartPLS. The findings show that green marketing significantly impacts brand image and purchase intention for fashion brands among Gen Z. Meanwhile, brand image also significantly influences the purchase intention of fashion brands. It is also found that brand image has a significant role as the mediator of the influence of green marketing on purchase intention in this matter. The research proves that Gen Z is already been aware of green marketing elements when choosing fashion brands. Companies can leverage the green marketing approach as a medium to increase the purchase intention and brand image of their fashion brands.