Fashion with a Purpose: Sustainability Drivers of Fashion Brand Choices across Generations in Indonesia

Sustainability has become a key driver in consumer decision-making, particularly in the fashion industry. This study examines the impact of sustainability factors—economic, environmental, and social—on brand attractiveness and purchase intention across different generations in Indonesia. Using the Triple Bottom Line (TBL) framework, this research explores how Gen X and Gen Z consumers perceive sustainability in fashion brands and how it influences their purchasing behavior. A quantitative approach was applied, utilizing an online survey with a sample of 151 respondents from Jakarta, Bogor, Bekasi, and Tangerang. Structural Equation Modeling (SEM) with SmartPLS was employed for data analysis. Findings indicate that economic and environmental sustainability significantly enhance brand attractiveness (p = 0.002), while social sustainability also has a notable but slightly weaker influence (p = 0.046). Moreover, brand attractiveness strongly mediates the relationship between sustainability factors and purchase intention (p = 0.000). However, generational differences do not significantly moderate these relationships (p > 0.05), suggesting that sustainability awareness is consistent across age groups. This study underscores the importance of integrating sustainability into branding strategies to enhance consumer engagement, particularly emphasizing economic and environmental sustainability. Future research could explore additional demographic factors and cultural influences to further refine sustainability-driven marketing strategies.