CONSUMER BEHAVIOR ON SUSTAINABLE FASHION USING INTEGRATED BEHAVIOR MODEL: A CASE OF UNIVERSITY STUDENTS IN INDONESIA
The rise in ethical consumption behavior and increased interest in sustainable fashion on the production side lays the groundwork for the establishment of a new consumer market for sustainable fashion. Nonetheless, most of the research in this area to date has only lightly examined the consumer s...
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| Format: | Final Project |
| Language: | Indonesia |
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| Online Access: | https://digilib.itb.ac.id/gdl/view/86211 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | The rise in ethical consumption behavior and increased interest in sustainable
fashion on the production side lays the groundwork for the establishment of a new
consumer market for sustainable fashion. Nonetheless, most of the research in this area
to date has only lightly examined the consumer side of the rising market, concentrating
mostly on the production side. University students are the key individuals who receive
technical knowledge required to advance appropriate solutions to improve environmental
behavior. Therefore, developing scientific information about what motivates people to
act environmentally is an important topic of concern with practical applications for
moving toward a more sustainable future. In an investigation of consumer behavior
toward sustainable fashion, we used the Integrated Behavior Model as a framework to
describe consumer behavior toward sustainable fashion among 210 Indonesian
undergraduate university students. Non-parametric test analysis showed that sustainable
fashion consumption is influenced by gender, instrumental attitude, and subjective and
injunctive norm. Multilinear regression showed that injunctive norms and confidence had
a significant and positive effect on sustainable fashion behavior, and that discomfort, lack
of access to collection modes, and likeliness for trash disposal had a significant effect on
the inability to practice sustainable behavior. The results of this study reveal that
university students should be more aware of eco-friendly clothing materials and brands
and encourage others to be sustainable when it comes to fashion. This study can be used
for further research on improving the reliability of using Integrated Behavior Model for
behavioral studies and how to better manage fashion waste in the future. |
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