EXPLORING SUSTAINABLE FASHION ADOPTION: CUSTOMER PERCEIVED BENEFITS, PERCEIVED RISK, TRUST AND USAGE INTENTION OF COLLABORATIVE CONSUMPTION IN CLOTHING LIBRARY SERVICE MODEL AMONG INDONESIAN GEN Z FEMALE

• Main Author: Zainuranjanandya, Reva
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/83876
• Institution: Institut Teknologi Bandung

The fashion industry significantly contributes to global carbon emissions and environmental degradation, largely due to its unsustainable practices and the fast fashion model, which promotes overconsumption and short product lifespans. In indonesia there is a significant gap between Generation Z's environmental awareness and their actual fashion consumption behaviors. Despite their concern for sustainability, there is a lack of understanding and adoption of sustainable fashion practices, such as clothing library, among this demographic. Clothing library are founded on the idea of sharing and changing consumer habits into a collaborative form of consumption that aims to create social value in addition to economic and environmental value. This research aims to explore the adoption of collaborative consumption among females Generation Z in Indonesia, specifically focusing on clothing libraries. It seeks to understand how perceived benefits, perceived risks, and trust influence usage intentions within this demographic. Using a quantitative research method, data was gathered from 339 respondents through an online survey. The study employed Partial Least Squares Structural Equation Modeling (PLS-SEM) with the SmartPLS 4.0 tool to analyze the relationships between variables. The findings indicate that perceived benefits, such as economic reasonability, style conformity, and product variety, significantly enhance the intention to use clothing library, while financial, performance, and social risks negatively impact these intentions. Trust serves as a crucial mediating factor between perceived benefits and usage intentions. These insights provide valuable information for consumers, service providers, and policymakers, contributing to the development of a sustainable fashion ecosystem in Indonesia.