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Purpose This study investigates the determinants of students' behavioral intentions to purchase eco-friendly batik by extending the Theory of Planned Behavior (TPB) with additional constructs relevant to sustainable fashion consumption in a collectivist cultural context. Design/methodology/approach A quantitative non-experimental design was employed. Data were collected from 436 undergraduate students at a public university in Indonesia using an online self-report questionnaire. Constructs were measured using validated multi-item scales and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4.0. Findings The results indicate that eWOM exposure, hedonic motivation, subjective norms, perceived behavioral control, and fashion value orientation significantly predicted behavioral intention to purchase eco-friendly batik. Ecocentric risk perception, environmental knowledge, and fashion value orientation significantly influenced attitude. Perceived traditionalism bias negatively affected attitude but not intention. Attitude itself did not significantly predict intention, suggesting a potential disjunction in value–behavior consistency. Several fashion-based constructs, including fashion identity and experiential fashion benefits, did not yield significant effects. Originality/value This study contributes to sustainable consumption literature by incorporating cultural and aesthetic barriers, particularly traditionalism bias, into the TPB framework. It also empirically distinguishes between ecocentric and anthropocentric risk perceptions and demonstrates the central role of digital social influence (eWOM) in promoting eco-friendly ethnic fashion. The findings offer insights into bridging cultural heritage with sustainable consumer behavior among young consumers in emerging markets.
Hasnawati et al. (Tue,) studied this question.