The Influence of Sustainability Efforts on Purchase Decision: A Comparative Study Between Fast Fashion and Slow Fashion Industry

Nasution, Dalilah Saila Jumara Dani (2024) The Influence of Sustainability Efforts on Purchase Decision: A Comparative Study Between Fast Fashion and Slow Fashion Industry. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Industri tekstil memiliki dampak lingkungan yang signifikan, terutama terkait emisi gas rumah kaca dan limbah. Industri fashion sendiri merupakan penyumbang polusi lingkungan terbesar kedua. Mengingat peningkatan konsumen yang peduli lingkungan dan transisi ke platform digital, merek-merek fashion kini mengutamakan keberlanjutan dan mencari cara efektif untuk mengkomunikasikan upaya mereka. Dengan membandingkan persepsi konsumen fast fashion dan slow fashion di Indonesia, penelitian ini bertujuan untuk menentukan apakah persepsi berbeda antara merek fast fashion dan slow fashion. Penelitian ini melihat bagaimana upaya keberlanjutan dan komunikasi media sosial dari kedua merek fashion tersebut memengaruhi persepsi konsumen dan bagaimana persepsi ini memengaruhi keputusan pembelian mereka. Penelitian ini menggunakan Partial Least Square-Structural Equation Modeling (PLS-SEM) untuk analisis data dan Partial Least Square-Multigroup Analysis (PLS-MGA) untuk memahami perbedaan antara dua kelompok konsumen: konsumen fast fashion dan konsumen slow fashion. Hasil penelitian menunjukkan bahwa upaya keberlanjutan dan komunikasi media sosial berpengaruh pada keputusan pembelian konsumen melalui persepsi konsumen terhadap merek fast fashion dan slow fashion
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The textile industry has a significant environmental impact, particularly concerning greenhouse gas emissions and waste. The fashion industry itself is the second major environmental pollution contributor. Given the increase in eco-conscious consumers and the transition to digital platforms, fashion brands are now prioritizing sustainability and seeking effective ways to communicate their efforts. By comparing perceptions of fast and slow fashion consumers in Indonesia, this study aims to determine whether the perception differ between fast fashion and slow fashion brand. This research looks at how the sustainability efforts and social media communications of both fast and slow fashion brands alter consumers' perception and how this perception influence their purchase decision. This research utilizes Partial Least Square-Structural Equation Modelling (PLS-SEM) for data analysis and Partial Least Square-Multigroup Analysis (PLS-MGA) to understand the differences between the two consumer groups: fast fashion consumers and slow fashion consumers. The results indicate that sustainability efforts and social media communications have influence on consumer purchase decision through consumer perception of both fast fashion and slow fashion brand.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Consumer Perception, Consumer Purchase Decision, Fast Fashion, PLS-SEM, PLS-MGA, Slow Fashion, Social Media Communications, Sustainability Efforts
Subjects:	H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5415.32 Consumers' preferences
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User:	Dalilah Saila Jumara Dani Nasution
Date Deposited:	21 Feb 2024 06:52
Last Modified:	21 Feb 2024 06:52
URI:	http://repository.its.ac.id/id/eprint/107608

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