Abstract

The textile industry has been a major contributor to environmental pollution globally. Excessive consumption patterns and rapid fashion cycles also increase the pressure on the environment with increased clothing production. However, a shifting trend towards more sustainable practices is seen among textile and fashion companies, where awareness of social and environmental responsibility is a major concern. By applying the Theory of Planned Behavior framework, this study aims to identify the role of green self-concept in influencing consumers' willingness to pay more for environmentally friendly clothing products in Indonesia. A total of 207 young respondents participated using nonprobability snowball sampling method, then analyzed by SEM-PLS method. The results showed that green selfconcept is proven to have a positive and significant effect on willingness to pay more for environmentally friendly clothing products. The findings of this study contribute to increasing understanding and awareness of the importance of environmentally friendly products in Indonesia.