THE INFLUENCES OF SLOW FASHION MOVEMENT ON THE APPAREL-BUYING OF YOUNG GENERATION IN JABODETABEK, BANDUNG, AND SURABAYA

• Main Author: Saddam Zulfikar, Muhammad
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/64728
• Institution: Institut Teknologi Bandung

Fashion is everywhere, we are all see it, purchase it, even make it. This industry is one of the biggest global economic contributors alongside with other industries. In this very era, fashion industry is being dominated with brands called Zara, H&M, Forever 21, Bershka, etc. These brands used a tool to generate a product with short amount of time and make it as many as possible to fulfilled the require demand. These brands are able to make a product and follow the trends without being left behind, these brands are able to make every single part of a fashion product, from head to toe just in a matter of month even faster. These brands are known as fast fashion. However, the existence of fast fashion products doesn’t always in a positive way. Using cheap labor country (such as Indonesia, Malaysia, and China), and toxic chemicals materials, fast fashion movement generate an unethical way of being a fashion brands. Damaging the environment and doesn’t fulfilled the workforce right, fast fashion brands are now being doubt. From problems occurred, emerged a movement called Slow Fashion which the term first made by Kate Fletcher. Not only focusing on generating profit, this movement also consider about the workforce rights right until the sustainability of the environment. Although possessed a premium price, slow fashion movement ensure the lifespan of the products. The study aims to empirically examine the effect of consumer orientation to slow fashion (equity, authenticity, localism, and exclusivity) in perceived customer value until their willingness to pay at premium price. This study used independent variables which is the consumer orientation to slow fashion (equity, authenticity, localism, and exclusivity), mediating variables which is the perceived customer value, and the dependent variables which is willingness to pay at premium price. The samples of the study are the population of Jabodetabek, Bandung, and Surabaya with specification of aged between Gen Z Generation (13-23 years old) and Millennial’s (24-38 years old). Data collection conducted using questionnaire tools distributed directly through online surveys as much as 424 respondents with statistical method used is Partial Leas Square – Structural Equation Model. The result of this study indicate that four attributes of consumer orientation to slow fashion is significantly influences the perceived customer value which also the perceived customer value significantly influences the willingness to pay at premium price.