THE STUDY ON GENERATION Z’S PURCHASE INTENTION TOWARDS SUSTAINABLE FASHION PRODUCTS IN INDONESIA

• Main Author: Asri Ayasha, Neizka
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/58021
• Institution: Institut Teknologi Bandung

The fashion industry is among the leading industries that affects the environment negatively; water pollution, carbon emissions, and textile waste. Aside from the environmental impacts, the fashion industry also contributes to negative social impacts where employees are poorly paid and have dangerous working conditions. Driven by these concerns, the sustainable fashion industry has emerged with a more responsible business model that can reduce these negative impacts. Sustainable fashion promotes more environmentally, socially, and ethically responsible production and consumption. However, consumption of sustainable fashion products has not grown significantly. This study aims to analyze the factors that influence consumers’ intention to purchase sustainable fashion products. Theory of Planned Behavior was used as the model with additional variables (social media marketing, price consciousness, perceived consumer effectiveness, and product knowledge). The research was conducted using a quantitative approach to 215 Generation Z respondents who were living in Indonesia, had purchased sustainable fashion products, and were Instagram users. Afterwards, the data was analyzed using PLS-SEM. The results show that attitude, subjective norms, perceived behavioral control (PBC), and product knowledge have a positive effect on purchase intentions. On the other hand, perceived consumer effectiveness shows no significant effect on purchase intention. Besides that, price consciousness (PC) negatively affects purchase intention but not significant. PBC negatively affects PC, which can reduce consumers’ price consciousness. But, the relationship between PBC and PC is also not significant. Furthermore, the result show that product knowledge and perceived consumer effectiveness have a positive effect on consumers’ attitude. It also identifies that social media marketing positively affects subjective norms, product knowledge, and perceived consumer effectiveness. However, social media marketing shows no significant effect on price consciousness. The findings of this research will be helpful for sustainable fashion brands to identify marketing opportunities by understanding the intention of consumer behavior