FACTORS INFLUENCING CONSUMER PURCHASE INTENTION TOWARDS SLOW FASHION PRODUCTS IN BANDUNG

• Main Author: Amira Nurryda Lathifan, Shafa
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/49603
• Institution: Institut Teknologi 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 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.