ANALYSIS OF THE FACTOR THAT INFLUENCE CONSUMER PERCEPTIONS AND PURCHASE INTENTION OF RECYCLED FASHION PRODUCT AMONG GEN Z

• Main Author: Daradika, Cinthya
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/58567
• Institution: Institut Teknologi Bandung

Currently, waste is still a problem in Indonesia. In 2020, the amount of waste in Indonesia will be around 67.8 million tons (idntimes.com, n.d.). Fashion is one of the biggest contributors to waste. Based on information available in the Circular Forum, 470,000 tons of textile waste are simply wasted (suara.com, n.d.). There is a lot of textile waste in the soil and water that cannot be decomposed so that it causes environmental pollution. These problems make business people engaged in fashion change their direction to sustainable fashion. Sustainable fashion is one way so that textile waste is not just wasted but can be reprocessed so that it does not cause environmental pollution. Currently, most people are aware of sustainable fashion and some are not aware or want to use sustainable fashion products, one of which is recycled fashion. The purpose of this study is to discuss the factors that influence consumer perception and purchase intention of recycled fashion products among gen z. The conceptual model used in this study is the dimension of product quality based on Garvin. This dimension will later be associated with consumer perception. The author will also discuss perceived behaviour control, and sustainable fashion disposal, and purchase intention. The results of this study are to understand the factors that affect consumer perception and purchase intention of recycled fashion products.