FACTORS INFLUENCING CONSUMER PURCHASE INTENTION TOWARDS SLOW FASHION PRODUCTS IN BANDUNG
Fashion industry has contributed 20 percent of the world’s wastewater that carried million tons of synthetic microfibers. The increase of fashion waste in landfills caused by the increasing consumption of fashion products that supported by fast fashion trend. Fast fashion is all about high speed...
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| Format: | Final Project |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/49603 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | Fashion industry has contributed 20 percent of the world’s wastewater that carried million tons
of synthetic microfibers. The increase of fashion waste in landfills caused by the increasing
consumption of fashion products that supported by fast fashion trend. Fast fashion is all about
high speed production and high consumption that leads to unethical business practices such as
neglecting environmental impacts, low wages, and poor working condition. Therefore, slow
fashion emerged as the alternative that promotes sustainability by slow consumption and
welfare for all the stakeholders with the consumer holding a crucial role in its success.
Therefore, this research aims to analyze the factors that influence consumers’ intention to
purchase slow fashion products. Theory of Planned Behavior (TPB) was used as the model
with additional variables (environmental values, knowledge of slow fashion, and willingness
to pay premium). Survey was conducted in Bandung, collecting data from 250 respondents
within the age of 18-35 years old, and furthermore processed using PLS-SEM method. The
research finds that attitude, perceived behavioral control, and willingness to pay premium are
significantly influencing purchase intention. Meanwhile, subjective norm had no positive
significant relationship with purchase intention. Attitude found to be positively and
significantly influenced by environmental values and knowledge of slow fashion. In addition,
knowledge also influenced perceived behavioral control.
The research provides a valuable result regarding the application of extended TPB model to
predict purchase intention towards slow fashion products. Practitioners are recommended to
increase consumers’ knowledge about slow fashion and strengthen the attitude towards slow
fashion. Moreover, for future research it is recommended to incorporate more variables,
broadening the scope of research, and analyze the actual behavior rather than only the intention. |
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