THE RELATIONSHIP OF GENERATION Z'S KNOWLEDGE TO INTENT USE OF FASHION PRODUCTS IN BANDUNG CITY

• Main Author: Timur Sarah Diva, Gabriella
• Format: Final Project
• Language: Indonesia
• Subjects: Teknik saniter dan perkotaan; teknik perlindungan lingkungan
• Online Access: https://digilib.itb.ac.id/gdl/view/85571
• Institution: Institut Teknologi Bandung

The fast fashion industry has a significant environmental impact through pollution and textile waste that damages ecosystems. This study analyzes the influence of variables within the Theory of Planned Behavior (TPB) on the intention and actual behavior of using sustainable fashion products in Bandung City. Data were collected through an online survey using a questionnaire distributed to 452 respondents. Multiple linear regression analysis was used to determine the influence of knowledge, subjective norms, perceived behavioral control, and attitudes on the intention and actual behavior of using sustainable fashion products. The results showed that respondents' knowledge of the environmental impact of fast fashion products was categorized as low, with an average correct response rate of only 33.70%. Based on the regression results, the variables positively associated with the intention to use sustainable fashion products were knowledge and attitude (significance < 0.05), while subjective norm and perceived behavioral control variables did not significantly influence (significance > 0.05). The most influential variable on the intention and actual behavior of using sustainable fashion products was knowledge (significance < 0.001) with the highest beta value (0.476). However, despite many respondents showing a high intention to switch to sustainable fashion products, their actual behavior in the last six months did not align with this intention, as indicated by a moderate correlation between intention and actual behavior (R value 0.350). Therefore, long-term monitoring and more educational information regarding the benefits and positive values of sustainable fashion products are needed. Additionally, fashion waste management in Bandung City needs to be optimized through waste reduction and post-consumption processing by applying the principles of Reduce, Reuse, Recycle, proper sorting, and the use of efficient pyrolysis technology, despite requiring initial investment.