CUSTOMER PREFERENCES ON SUSTAINABLE FASHION PURCHASES IN INDONESIA

• Main Author: Devina Delimarta, Florencia
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/57784
• Institution: Institut Teknologi Bandung

The aim of this research is to discuss the difference in motivation in sustainable fashion purchases. The first objective of this research is to investigate customers’ perception toward sustainable fashion. The second objective is to determine the preferences of customers in buying sustainable fashion. The third objective is to determine the range of price limits of customers in buying sustainable fashion. Therefore, for this research, several papers are being reviewed and preliminary research being conducted. The analysis of literature and preliminary research found that customer preferences influencing sustainable fashion purchases are: Price, Quality, Design, Brand Image, and Promotion. This research used a quantitative approach by distributing online questionnaires through google form to 254 people that live in Jakarta, Tangerang, and Bandung area, 17-45 years of age, who have been or willing to purchase fashion products (i.e., clothing). SPSS is used to analyse the data that has been collected. The findings revealed that most of the respondents perceive sustainable fashion as fashion products that prioritize values, especially the environment and humanity in the production process. Price, Quality, Design, Brand Image, and Promotion factors have a positive influence towards sustainable fashion purchases in the Jakarta, Bandung, Tangerang region with promotion as the most influential factors, followed by design, quality, price, and the last is brand image factor. Respondents are willing to pay sustainable fashion for Rp200.000 up to Rp400.000. The limitation of this research is that this research only studies customers’ preferences for sustainable fashion in Jakarta, Tangerang, and Bandung area. The data collected are also limited to the period of 2021, as the year when the research took place. Thus, the result of this research might not be applied to the year other than 2021, as changes might occur in future years. Due to a pandemic that arises while researching, the surveys were only conducted online. However, the findings of this research will be useful for fashion brand owners in developing their business.