THE INFLUENCE OF SOCIAL NORMS AND ATTITUDE IN SUSTAINABLE FASHION PRODUCT PURCHASE BEHAVIOR

• Main Author: Nadira Dewanto, Kamilia
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/64464
• Institution: Institut Teknologi Bandung

Fashion industry contributes to almost 10% of global carbon emission, and then the term sustainable fashion emerged. Sustainable fashion has the potential to change the way people consume and also the way the industry manufacture. The right balance between the two will result in incredibly positive, socially, and environmentally beneficial effects. While the benefits from sustainable fashion are exposed, the number of acquisitions is still low. Social norms and attitudes were priories found to influence the purchase intention of sustainable fashion products. The purpose of this study is to measure the influence of attitude and social norms (descriptive and injunctive norms) towards the buying behavior of sustainable fashion products. The variable purchase intention was added as a mediating variable. This study focuses on Jakarta and Bandung area. A questionnaire was distributed by an online survey tool to 210 respondents that are a consumer of sustainable fashion. Multiple linear regression and independent t-test analyses were conducted to generate the result. It is found that social norms (descriptive and injunctive norms) and attitude have significant and positive relationships with the acquisition of sustainable fashion products. Though attitude was discovered to have a stronger influence if compared with social norms. Therefore, this study enhances the importance of the variables of social norms and attitude in terms of the behavior of sustainable fashion products.