GREEN BEHAVIOR TOWARDS FASHION PRODUCT CASE STUDY : YOUNG PEOPLE IN BANDUNG CITY
Environmental issues have becoming a global concern, one of which is sustainability issues of fashion products. Fashion industry is known as the second industry that most polluting environmental globally. Using the model of sustainable behavior motive approach, this research aims to explore the gree...
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| Format: | Final Project |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/23577 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | Environmental issues have becoming a global concern, one of which is sustainability issues of fashion products. Fashion industry is known as the second industry that most polluting environmental globally. Using the model of sustainable behavior motive approach, this research aims to explore the green fashion behavior among young people in Bandung. The data is collected with qualitative approach by structure interview 23 college students in Bandung city. The data gathered analyzed by using thematic approach. The result indicates Bandung young people show their recognition of today environmental issues. However, in term of green purchasing behavior in fashion show that they are still in the instrumental motives or self-interest motives in terms to the extent the quality and the uniqueness of the product meets to their need. Some of them are identified as relational motives that intend to purchase green fashion product into looked follow trend. Environmental aspect is just becoming addition factors in purchasing a fashion product. This research show relational approach may increase the green purchase behavior among young people in Bandung city. Nevertheless, this study limited to University students in Bandung as the samples. |
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