The economic impact of consumer engagement towards green purchase decision in Indonesia: a case study of fashion sector
The economic impact of consumer engagement towards green purchase decision in Indonesia: a case study of fashion sector

Summary/Abstract: This qualitative case study investigates how consumer engagement influences green purchase decisions within Indonesia’s burgeoning fashion sector, focusing on Sejauh Mata Memandang (SMM) Company. By employing an interpretivist lens and conducting in-depth interviews, observations, and field notes, the study uncovers that consumer engagement is driven by a network of factors: strategic retail positioning, word of mouth diffusion, ethical brand perception, personal environmental values, emotional attachment, impulsive buying, cultural tradition, affordable luxury framing, «Big IdeaL» product positioning, and authentic marketing. These factors collectively enhance engagement, thereby reinforcing green purchase intentions. In contrast, societal pressure exerts a muted or negative effect, with most respondents citing autonomous motivations. Generational analysis reveals that Gen Z displays heightened price sensitivity and diminished repeat purchase intent amid economic uncertainty, whereas Gen Y and X consumers exhibit relatively inelastic demand. The findings suggest that Indonesian sustainable fashion brands should cultivate a multi-layered engagement ecosystem integrating cultural identity, ethical legitimacy, emotional resonance, and experiential marketing to stimulate durable green consumer behavior and foster long-term economic value.

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