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Slow fashion purchase intention drivers: an Indonesian study

Atik Aprianingsih (School of Business and Management, Institut Teknologi Bandung, Bandung, Indonesia)
Ira Fachira (School of Business and Management, Institut Teknologi Bandung, Bandung, Indonesia)
Margareth Setiawan (Bina Nusantara University, Bandung, Indonesia)
Teresia Debby (Faculty of Economics, Universitas Katolik Parahyangan, Bandung, Indonesia)
Nia Desiana (School of Business and Management, Institut Teknologi Bandung, Bandung, Indonesia)
Shafa Amira Nurryda Lathifan (School of Business and Management, Institut Teknologi Bandung, Bandung, Indonesia)

Journal of Fashion Marketing and Management

ISSN: 1361-2026

Article publication date: 25 August 2022

Issue publication date: 29 November 2023

1455

Abstract

Purpose

This study aims to explore the relationships between particular personal values (environmental, hedonic and utilitarian) and the intention to purchase slow fashion through the mechanism of attitude toward slow fashion in Indonesia.

Design/methodology/approach

This quantitative study uses an online questionnaire to obtain survey data from 429 respondents in cities in Indonesia. The respondents were mostly aged between 18 and 45 years, with the majority between 18 and 22 years (63.40 per cent). Confirmatory factor analysis and structural equation modeling are used to test and validate the proposed model's scale validity and relationship.

Findings

Environmental, utilitarian and hedonic values are positively related to attitudes toward slow-fashion products. Further, attitudes toward slow-fashion products positively influence purchase intention.

Practical implications

The study suggests marketing strategies to stimulate the intention to purchase slow fashion through advertising that emphasizes utilitarian, environmental and hedonic values, such as the pleasure in using slow-fashion products.

Originality/value

This study is the first to investigate the relationship of environmental and motivational values (hedonic and utilitarian) to the intention to purchase slow-fashion products. The findings contribute to the theoretical and practical understandings of slow fashion by identifying pre-positioned values that trigger positive attitudes toward slow-fashion products, thereby increasing purchase intention.

Keywords

Acknowledgements

The authors would like to express gratitude to the Institut Teknologi Bandung for providing research support through the P3MI 2020 program.

Funding: This article was supported by Institut Teknologi Bandung (award ID P3MI).

Citation

Aprianingsih, A., Fachira, I., Setiawan, M., Debby, T., Desiana, N. and Lathifan, S.A.N. (2023), "Slow fashion purchase intention drivers: an Indonesian study", Journal of Fashion Marketing and Management, Vol. 27 No. 4, pp. 632-647. https://doi.org/10.1108/JFMM-07-2021-0176

Publisher

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Emerald Publishing Limited

Copyright © 2022, Emerald Publishing Limited

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