PERCEPTION ATTITUDE AND RESPONSIBILITY FOR THE ENVIRONMENT THAT AFFECTS THE DECISION TO PURCHASE SECONDHAND BRAND NAME CLOTHING THROUGH ONLINE PLATFORMS OF GENERATION Z CONSUMERS

Abstract

The objectives of this research were to 1) study the factors of brand awareness that influenced the decision to purchase second-hand brand-name clothing; 2) study the factors of attitude towards the brand that influenced the purchasing decision. secondhand brand name clothing and 3) study the factors creating environmental responsibility that influenced the decision to buy secondhand brand-name clothing through the online platform of Generation Z consumers. This is. quantitative research. The population was consumers who had previously purchased secondhand brand-name shirts. The sample group was 405 people using simple random sampling. Using Cochran's (1977) calculation formula analyzed and determined the sample size. The confidence level was set at 95 percent, and an error of 5 percent could be accepted. Therefore, the sample size was 385 people. questionnaires were used as a tool. The statistics used for data analysis including frequencies, percentages, averaging and standard deviation and the hypotheses were tested by using inferential statistics, including simple regression analysis. The results of the research found that those who decided to buy secondhand brand-name clothes gave high importance to creating environmental responsibility, attitude towards the brand and brand awareness, respectively. The results of testing the research hypotheses found that 1) brand awareness influenced consumers' decisions to purchase secondhand brand-name clothing through online platforms, statistically significant at the .05 level It explained 64.60% of the variation in brand awareness that affected the decision to purchase secondhand brand-name clothing through online platforms. 2) Attitude towards the brand influenced consumers' decisions to purchase secondhand brand-name clothing through online platforms, statistically significant at the .05 level. It explained the variation in attitude towards brands influencing the decision to purchase secondhand brand name clothing through online platforms at 53.80%. 3) Creating environmental responsibility influenced consumers decision on purchase secondhand brand-name clothing through online platforms, statistically significant at the .05 level. It explained the variation in environmental responsibility influencing the decision to purchase secondhand brand name clothing through online platforms at 52.30%.