FACTORS AFFECTING PURCHASE INTENTION TOWARDS SLOW FASHION APPAREL AMONG GENERATIONS’ Z

• Main Author: Zar Alvaro, Hafizh
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/70775
• Institution: Institut Teknologi Bandung

The fashion industry is one of the main polluters of the environment, causing water pollution, carbon emissions, and textile waste. Aside from environmental concerns, the fashion sector contributes to significant social impacts by paying employees poorly and providing unsafe working conditions. As a result of these concerns, the slow fashion industry has developed a more responsible business model that can mitigate these negative effects. The purpose of this study is to investigate the elements that influence consumers' intentions to purchase slow fashion products. This study will aid in the development of knowledge in the context of marketing in the fashion industry, given that Indonesia has a large market potential, particularly Gen Z, who will have enormous purchasing power in the coming years, and to achieve competitiveness from this large opportunity by improving understanding of generations' Z purchase intention. The Theory of Planned Behavior was employed as the model, with additional variables (perceived consumer effectiveness, price consciousness, environmental knowledge). A quantitative approach was used in the study, which included 218 Generation Z respondents from Indonesia. In order to generate data for this study, PLS-SEM is used for data analysis. The results suggest that attitude, subjective norms, perceived behavioral control (PBC), and environmental knowledge have a favorable influence on purchase intentions. Meanwhile, purchase intention is unaffected by perceived customer effectiveness and price consciousness. The findings of this study may aid in predicting which elements have a significant influence on generations' Z purchase intention, allowing businesses to develop more successful strategies.