THE IMPACT OF CONSUMERS’ BRAND SWITCHING INTENTION FROM FAST FASHION TO SLOW FASHION IN INDONESIA TOWARDS FAST FASHION COMPANIES

• Main Author: Anjaina Putri Rachmat, Afina
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/74967
• Institution: Institut Teknologi Bandung

The fashion industry is one of the most environmentally harmful industries, second only to the oil industry. Fast fashion refers to clothing designs that are quickly transferred from runways to retail outlets in order to capitalize on trends with brands ranging from Zara, H&M, and Uniqlo. Indonesia, being with a large and growing population, presents a significant market potential for the fashion industries. However, there is a significant segment of the population that opposes this trend. Generation Z are highly environmentally conscious and are spearheading the shift away from fast fashion towards slow fashion that defines sustainable and eco-friendly alternatives. Therefore, the objective of this research was to identify key factors that influence brand switching intention and examine the relationship between consumer satisfaction and brand switching intention in Indonesia. The research adopted a quantitative approach, utilizing online surveys with questionnaires targeted at Generation Z who have previously purchased products from fast fashion brands and have either switched or intend to switch to slow fashion. Descriptive analysis and PLS-SEM methods were employed to analyze the collected data. The findings indicate two significant factors that have the potential to influence consumers' brand switching intention from fast fashion to slow fashion in Indonesia: poor performance and foreignness. Additionally, the research reveals a significant and substantial relationship between consumer satisfaction and consumer brand switching intention. The insights gained from this research are expected to provide valuable guidance for the formulation of effective marketing strategies for fast fashion brands operating in Indonesia.