Digital Transformation and Green Marketing Strategy in Shaping Consumer Purchase Intention: Evidence from UNIQLO Indonesia

The rapid growth of fast fashion has worsened environmental damage through textile waste, carbon emissions, and resource use, pushing brands to adopt digital transformation and eco-focused marketing. UNIQLO is in a tricky spot: while promoting sustainability digitally, its fast fashion label raises questions about the authenticity of its environmental claims, sparking debates about its ecological accountability. This study looks at the factors that shape purchasing intentions towards UNIQLO by expanding the Theory of Planned Behaviour through environmental concern and green marketing. Using an exploratory quantitative method with PLS-SEM, data was collected from 225 UNIQLO customers in Indonesia through purposive sampling. The results show that environmental awareness, social influence, and green marketing significantly affect purchase intentions, with green marketing being the most influential, explaining 61.8% of the variation. UNIQLO should strengthen transparency and digital verification to reinforce its sustainable identity.