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"Perkembangan industri fesyen memberikan dampak signifikan bagi seluruh orang di dunia, namun tanpa disadari perkembanganya menimbulkan permasalahan lingkungan yang cukup besar. Terdapat banyak upaya yang dilakukan untuk mengurangi dampak lingkungan tersebut, salah satunya adalah dengan menggencarkan pemasaran sustainable fashion melalui word-of-mouth. Beberapa studi empiris telah mengkonfirmasi bahwa personality traits, aktivitas media sosial, dan perilaku eco-friendly merupakan faktor yang dapat mempengaruhi penyebaran word-of-mouth pada industri sustainable fashion. Untuk itu, penelitian ini bertujuan untuk mengetahui seberapa besar pengaruh personality traits terhadap aktivitas media sosial Instagram yang berujung pada penyebaran word-of-mouth pada industri tersebut. Penelitian ini dilakukan dengan metode Partial Least Squares Structural Equation Modeling (PLS-SEM) dengan teori big five personality traits. Penelitian ini melibatkan total 208 responden yang merupakan warga negara Indonesia, telah mengikuti akun Instagram salah satu brand sustainable fashion, serta pernah melakukan pembelian produk tersebut. Dari hasil penelitian ditemukan personality traits openness yang paling signifikan mempengaruhi individu secara positif dalam melakukan aktivitas media sosial. Aktivitas media sosial Instagram juga mempengaruhi secara positif signifikan perilaku eco-friendly seseorang sehingga mereka akan memilih produk sustainable fashion dan menyebarkan word-of-mouth yang positif terkait industri sustainable fashion.

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The development of the fashion industry has had a significant impact on all people in the world, but unknowingly its development has created significant environmental problems. There have been many efforts made to reduce the environmental impact, one of which is to intensify marketing of sustainable fashion through word-of-mouth. Several empirical studies have confirmed that personality traits, social media activities, and eco-friendly behavior are factors that can influence the spread of word-of-mouth in the sustainable fashion industry. For this reason, this study aims to determine how much influence personality traits have on Instagram social media activities which lead to the spread of word-of-mouth in the industry. This research was conducted using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method with the big five personality traits theory. This research involved a total of 208 respondents who are Indonesian citizens, have followed the Instagram account of one of the sustainable fashion brands, and have purchased this product. From the results of the study it was found that the personality traits of openness most significantly influence individuals positively in carrying out social media activities. Instagram social media activity also significantly influences a person's eco-friendly behavior so that they will choose sustainable fashion products and spread positive word-of-mouth regarding the sustainable fashion industry."

"Masalah lingkungan menjadi tantangan besar dalam industri fesyen, terutama terkait limbah tekstil. Peningkatan kesadaran konsumen terhadap fesyen berkelanjutan menciptakan peluang bagi produk pakaian berbahan daur ulang. Penelitian ini bertujuan untuk menganalisis pengaruh perceived customer value, environmental concern, dan e-social interaction terhadap sikap dan niat pembelian pakaian berbahan daur ulang di Indonesia. Dengan metode kuantitatif, data dikumpulkan melalui survey online terhadap 202 responden dan dianalisis menggunakan SEM-PLS. Hasil penelitian menunjukkan bahwa epistemic value, environmental concern, e-WOM, dan social media information berpengaruh positif terhadap sikap konsumen dan niat pembelian. Sikap konsumen juga diketahui memediasi hubungan environmental concern dan e-WOM terhadap niat pembelian. Temuan ini menegaskan pentingnya edukasi dan informasi tentang nilai lingkungan dari produk daur ulang, serta pemanfaatan media sosial untuk meningkatkan kesadaran dan niat konsumen.

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Environmental issues pose a significant challenge to the fashion industry, particularly concerning textile waste. The growing consumer awareness of sustainable fashion creates opportunities for recycled clothing products to thrive. This study aims to analyze the influence of perceived customer value, environmental concern, and e-social interaction on attitudes and purchase intentions toward recycled content clothing in Indonesia. Using a quantitative approach, data were collected through an online survey of 202 respondents and analyzed using SEM-PLS. The findings reveal that epistemic value, environmental concern, e-WOM, and social media information positively affect consumer attitudes and purchase intentions. Moreover, consumer attitudes mediate the relationship between environmental concern and e-WOM on purchase intentions. These findings highlight the importance of education and information on the environmental value of recycled products, as well as leveraging social media to enhance consumer awareness and purchase intentions. "