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This research is an empirical study that focuses on the behavioral intentions of eco-friendly fashion products. The testing of the application of Planned Behavior Theory (TPB) in this study was specifically emphasized on the measurement of the influence of three variables namely Green Clothes Knowledge, Social Impression, and Fashion Orientation into the TPB framework namely Attitudes, Subjective Norms, and Perceived Behavior Control (PBC). This is done to find out behavioral intentions to use eco-friendly fashion products. TPB was applied with three indirect antecedents to explain path analysis, which contributed to an academic understanding of the linkages between the three factors that led to behavioral intentions. Structured questionnaires are distributed randomly online. A total of 440 data sets were collected and structural equation modeling was used to test the proposed fit model. The findings show that Green Clothes Knowledge and Social Impressions have a significant and positive relationship with a Green Attitude, in contrast to Fashion Orientation. Furthermore, PBC from the three TPB variables emerged as the most influential factors towards Behavior Intention. This research provides useful insights for academics and business people to be able to further explore the aspects discussed and the effects that arise on the TPB component, so that it can also be used to formulate marketing for environmentally friendly fashion products. Keywords: Theory of Planned Behavior, Green Fashion, Green Knowledge, Fashion Orientation, Social Impression.

http://digilib.polban.ac.id/gdl.php?mod=browse&op=read&id=jbptppolban-gdl-sarahsafir-11035