ANALYZING CUSTOMER PERSPECTIVE TOWARDS SLOW FASHION

• Main Author: Angelique D H Sirait, Inggrid
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/73310
• Institution: Institut Teknologi Bandung

This research aims to investigate the level of customer understanding and potential ambiguity surrounding the definitions of slow fashion and sustainable fashion. Particularly, within the expansive realm of the Indonesian fashion industry, there are several slow fashion brands that may struggle to differentiate between the meanings of slow fashion and sustainable fashion, resulting in potential misconceptions. This study strives to achieve specific objectives, including identifying the specific actions customers undertake to avoid purchasing fast fashion, evaluating customer comprehension of the distinctions between slow fashion and sustainable fashion, exploring prevailing beliefs that hinder the acceptance of slow fashion, identifying factors that influence customer perceptions, and proposing potential categories of slow fashion to enhance sustainability in Indonesia. By addressing these objectives, this research contributes to the understanding of consumer behavior and the development of effective strategies for a more sustainable fashion industry. Qualitative methods are employed, with analysis conducted using NVIVO. The data will be further validated through triangulation, involving mini surveys and an extensive literature review. Consequently, the findings of this research hold relevance for the slow fashion industry in Indonesia, fostering heightened awareness among individuals and unlocking business potential.