Articlediamond2020

Slow Fashion in Indonesia: Drivers and Outcomes of Slow Fashion Orientations

Usep Suhud · Mamoon Allan · Bayu Wiratama · Ernita Maulida

10 citations0/0 files storedResearch in World Economy

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Environmental Sustainability in Business Consumer Behavior in Brand Consumption and Identification Consumer Perception and Purchasing Behavior

Abstract

This study aims to measure the willingness to pay premium price in the case of slow fashion by employing consumers’ slow fashion orientation, perceived valued, fashion involvement, and ethical purchase intention as predictor factors. Slow fashion is a fashion that is designed, produced, and consumed ethically by considering environmental, social, and humanitarian issues. Data were collected using an online survey and participants were approached conveniently. In total, 521 participants took part in this study consisting of 360 females and 161 males. The authors applied exploratory factor analysis and structural equation model to analyse the data. This study tested six hypotheses. As a result, slow fashion orientation significantly affected perceived value. Further, a perceived value significantly impacted fashion involvement, ethical purchase intention, and willingness to premium. Also, fashion involvement had a significant effect on ethical purchase intention, and ethical purchase intention had a significant influence on willingness to pay a premium price. This study shows a potential market of slow fashion in a developing country.

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1999Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives 1988Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence 2003Evaluating the Fit of Structural Equation Models: Tests of Significance and Descriptive Goodness-of-Fit Measures 1996Structural Equation Modeling: Concepts, Issues, and Applications.2001Consumer perceived value: The development of a multiple item scale 1997Structural Equation Modeling: Concepts, Issues, and Applications 2009Sustainable consumption: green consumer behaviour when purchasing products 2010Why Ethical Consumers Don’t Walk Their Talk: Towards a Framework for Understanding the Gap Between the Ethical Purchase Intentions and Actual Buying Behaviour of Ethically Minded Consumers

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