THE EFFECT OF SUBJECTIVE NORM AND PERCEIVED RISK ON CONSUMERS’ PURCHASE INTENTION TOWARDS SECONDHAND PRODUCTS

• Main Author: Shafira Azzahra, Muthia
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/83463
• Institution: Institut Teknologi Bandung

Fashion serves as a form of self-expression and symbolizes various social, cultural, and economic statuses. The rise of affordable and accessible fashion has led to significant environmental concerns due to increased textile waste. Due to these emerging issues, the slow fashion movement has been gaining popularity with the sustainable and ethical value it brings to the table, particularly through social media platforms that foster communities advocating for eco-conscious fashion choices. With slow fashion being a relatively new topic, challenges are faced that withholds the growth of slow fashion in Indonesia. Hence, this research was conducted to explore consumers’ perception and intention towards slow fashion products along with the factors affecting it. From the objective of the research, variables were identified and hypotheses were constructed to explain the relationship between each variable. In order to fulfill the objectives of the research, a quantitative research approach was obtained to gather various and in-depth information regarding the topic. The quantitative approach was obtained through mini surveys utilizing online questionnaires and the result was processed through the PLS-SEM method using SmartPLS software, where the result was explained through descriptive analysis, validity and reliability testing, hypothesis testing, and suitability evaluation and goodness of fit model testing. The result found that subjective norms have a positive impact on consumers' purchase intention towards the products, whereas perceived risk negatively affects the intention to purchase slow fashion products. Suggestions were also provided for many parties to ensure the development of the slow fashion movement in the future.