The Antecedents of Slow Fashion Product Purchase Decision Among Youth in Bandung, Jakarta, and Surabaya
Dandy Aldilax (a*), Pri Hermawan (b), Lidia Mayangsari (c)
abc) School of Business and Management, Bandung Institute of Technology, Jalan Ganesha 10, Bandung 40132, Indonesia
*dandy.aldilax[at]sbm-itb.ac.id
Abstract
The global trend of apparel industry is having positive correlation with Indonesia fashion retail trend. Since 2012 apparel industry has 3,50% market growth. Then it is steadily increasing until 2018 with 5.69% market growth, but in the next 2 years, apparel industry will reach its highest market growth with 6,16%. The current trend in fashion, some expert define two difference of fashion made. There are fast fashion and slow fashion. Recently, there has been growing in awareness among Indonesia consumer about environment make slow fashion product become more popular. However, there are lack of empirical evidence about Indonesian consumers- slow fashion purchase decision and environment-friendly attitudes. This research aim to investigate the influencing factor of slow fashion product purchase decision among Indonesian youth. Based on the result, researcher can determine influencing factor of slow fashion product purchase decision. This research used quantitative approach through questionnaire with total 250 respondents ranging age 18-24 in 3 major cities in Indonesia which is Bandung, Jakarta, and Surabaya. The data were analyzed by multi linear regression method to identify correlation. In investigating the influencing factors, researcher gain four hypothesis from literature review. The factor tested in this research are personal environmental norms, past environmental friendly behavior, green marketing, and peer influence in green context. The result of the study shown only peer influence in green context has significant correlation to slow fashion product purchase decision. This study is important to understand customer behaviour in slow fashion product and help marketer to find right marketing strategy. Moreover, result of the study could also improve and strengthen slow fashion brand business based on selected variable to be more competitive.
Keywords: Purchase Decision;Slow Fashion;Indonesian Youth;Green Behaviour;Environmental Friendly Attitudes
Topic: Management