Proceedings of the 2nd International Conference on Social Environment Diversity (ICOSEND 2025)

<Previous Article In Volume
Next Article In Volume>

Why Do Some Consumers Choose Sustainable Fashion? Insights from a Value-Based Norm Approach

Authors
Dudi Permana1, *, Winny Rosalia Christine1, Hasliza Abdul Halim2
1Universitas Mercu Buana, Jakarta, Indonesia
2Universiti Sains Malaysia, George Town, Malaysia
*Corresponding author. Email: dudi.permana@mercubuana.ac.id
Corresponding Author
Dudi Permana
Available Online 30 April 2026.
DOI
10.2991/978-2-38476-565-2_46How to use a DOI?
Keywords
Self-Altruism; Green Frugality; Green Intrinsic Motivation; Green fashion consumption Behavioral Intention
Abstract

This study examines the role of intrinsic ecological motivation in linking selflessness and self-sacrifice to ecological behavior in the context of adversity. Using a quantitative exploratory design with a qualitative approach, this study examines four key constructs: selfless giving (X1), selfless giving (X2), intrinsic self-motivation (Y1), and selfless giving consumption (Y2). Data were collected using a digital survey administered to Jakarta residents who had previously expressed interest and experience in purchasing environmentally friendly products, resulting in a purposive sample of 234 respondents. Partial Least Squares (PLS) version 4.0 was used for analysis. The findings indicate that selflessness and self-sacrifice significantly reduce the amount of money spent on environmentally related products. In addition, intrinsic environmental motivation serves as a mediator in the relationship between self-altruism, environmental thrift, and behavioral intention. Overall, the findings of this study highlight the need to develop intrinsic motivation and effectively communicate environmental benefits from the consumer's perspective to encourage environmentally conscious consumer behavior.

Copyright
© 2026 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Download article (PDF)

<Previous Article In Volume
Next Article In Volume>
Volume Title
Proceedings of the 2nd International Conference on Social Environment Diversity (ICOSEND 2025)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
30 April 2026
ISBN
978-2-38476-565-2
ISSN
2352-5398
DOI
10.2991/978-2-38476-565-2_46How to use a DOI?
Copyright
© 2026 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Dudi Permana
AU  - Winny Rosalia Christine
AU  - Hasliza Abdul Halim
PY  - 2026
DA  - 2026/04/30
TI  - Why Do Some Consumers Choose Sustainable Fashion? Insights from a Value-Based Norm Approach
BT  - Proceedings of the 2nd International Conference on Social Environment Diversity (ICOSEND 2025)
PB  - Atlantis Press
SP  - 362
EP  - 369
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-565-2_46
DO  - 10.2991/978-2-38476-565-2_46
ID  - Permana2026
ER  -