Transformasi industri pakaian outdoor menuju keberlanjutan: integrasi ekonomi sirkular dan pemasaran hijau dalam mewujudkan SDG 12
Kata Kunci:
Pakaian Outdoor, Keberlanjutan Ekononomi, Ekonomi Sirkular, Pemasaran Hijau, Perilaku KonsumenAbstrak
Penelitian ini mengkaji transformasi industri pakaian outdoor menuju keberlanjutan melalui integrasi strategi produksi berkelanjutan, pemasaran hijau, dan prinsip ekonomi sirkular. Dengan menggunakan pendekatan kualitatif deskriptif berbasis kajian literatur sistematis, studi ini menganalisis berbagai publikasi ilmiah terkini untuk mengidentifikasi strategi efektif dalam mengurangi dampak lingkungan industri tekstil. Temuan menunjukkan bahwa penggunaan material daur ulang, desain modular, serta sistem take-back mampu mengurangi limbah tekstil dan memperpanjang siklus hidup produk. Di sisi lain, pemasaran hijau seperti pelabelan ekologi, promosi produk secondhand, dan kampanye edukatif dapat meningkatkan kesadaran konsumen dan mendorong perilaku konsumsi yang lebih berkelanjutan. Teori Planned Behavior (TPB) digunakan sebagai kerangka analisis untuk menjelaskan peran sikap, norma subjektif, dan persepsi kontrol perilaku terhadap niat konsumsi. Hasilnya menunjukkan perlunya pendekatan integratif antara inovasi produk dan strategi pemasaran berbasis nilai untuk menjembatani kesenjangan antara niat dan tindakan konsumen. Studi ini juga menekankan pentingnya kolaborasi lintas sektor dalam menciptakan ekosistem industri yang adaptif, sirkular, dan berkelanjutan guna mendukung pencapaian SDG 12.
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