CONSUMER BEHAVIOR ON SUSTAINABLE FASHION USING INTEGRATED BEHAVIOR MODEL: A CASE OF UNIVERSITY STUDENTS IN INDONESIA

• Main Author: Maura Febriana, Vanessa
• Format: Final Project
• Language: Indonesia
• Subjects: Teknik saniter dan perkotaan; teknik perlindungan lingkungan
• Online Access: https://digilib.itb.ac.id/gdl/view/86211
• Institution: Institut Teknologi Bandung

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.