The Dynamics of Consumer Trust in Sustainable Marketing Practices within the Local Fashion Industry
DOI:
https://doi.org/10.55927/ijems.v4i1.37Keywords:
Consumer Trust, Sustainable Marketing Practices, Local Fashion Industry, Transparency, Ethical ProductionAbstract
The development of the increasingly competitive local fashion industry encourages business actors to adopt sustainable marketing practices as a differentiation strategy in building consumer trust. However, the effectiveness of these practices in shaping consumer trust still shows diverse dynamics and has not been fully understood empirically in the context of sustainable marketing management, especially in emerging markets. This study aims to analyze the influence of sustainable marketing practices on consumer trust and identify the most dominant practice dimensions in building trust in the local fashion industry. The research uses a quantitative approach with an explanatory design. Primary data was collected through a structured questionnaire survey of 100 local fashion consumers in East Java Province, Indonesia, who were selected using purposive sampling techniques. Sustainable marketing practices are operationalized into the dimensions of eco-friendly practices, ethical production, information transparency, and green promotion, while consumer trust is measured through the perception of brand credibility, honesty, and reliability. Data analysis was carried out using multiple linear regression
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