Niat Beli Terhadap Merek Fast Fashion dengan Klaim Berkelanjutan di Tengah Menurunnya Kepercayaan Konsumen

Diandra, Tania Amalia (2022) Niat Beli Terhadap Merek Fast Fashion dengan Klaim Berkelanjutan di Tengah Menurunnya Kepercayaan Konsumen. Other thesis, Institut Teknologi Sepuluh Nopember.

Text 09111840000033-Undergraduate_Thesis.pdf - Accepted Version Restricted to Repository staff only until 1 September 2024. Download (3MB) | Request a copy

Abstract

Industri fashion telah berkembang secara signifikan dengan kehadiran fast fashion yang mampu memenuhi permintaan konsumen dengan menyediakan produk yang tepat dalam waktu yang cepat dengan harga yang terjangkau. Merek fast fashion terkenal seperti Zara dan H&M hingga kini telah memiliki ribuan toko yang beroperasi di ratusan negara, termasuk Indonesia. Secara global, market size fast fashion diperkirakan akan tumbuh dari 91,23 miliar dolar AS pada tahun 2021 menjadi 99,23 miliar dolar AS pada tahun 2022 hingga menjadi 133,43 miliar dolar AS pada tahun 2026. Sayangnya, meskipun dinilai berhasil, model bisnis ini banyak menerima kritik akibat praktik bisnisnya yang tidak etis dan tidak sesuai dengan prinsip berkelanjutan. Fast fashion berkaitan erat dengan berbagai isu lingkungan dan juga dengan praktik sweatshop di negara-negara berkembang dimana para pekerja diperlakukan dengan tidak layak. Meningkatnya kepedulian konsumen terhadap isu-isu ini beriringan dengan meningkatnya niat mereka untuk membeli atau mengonsumsi produk yang diproduksi secara etis dan sesuai dengan prinsip berkelanjutan. Hal ini membuat merek-merek tersebut berlomba-lomba mengeluarkan lini pakaian dengan klaim berkelanjutan. Akan tetapi, di saat yang sama, adanya praktik greenwashing dan masih banyaknya pemberitaan terkait keterlibatan merek-merek tersebut dengan praktik sweatshop tidak dapat diabaikan karena berpotensi memberikan dampak negatif pada kepercayaan konsumen yang kemudian berpengaruh pada niat beli mereka terhadap produk-produk dengan klaim berkelanjutan. Data dihimpun dari total 178 konsumen fast fashion di Indonesia dengan menyebarkan kuesioner digital dan data yang terhimpun kemudian dianalisis menggunakan Structural Equation Modeling (SEM). Hasil analisis menunjukkan bahwa kepedulian konsumen terhadap isu lingkungan berdampak positif pada niat belinya terhadap merek fast fashion dengan klaim berkelanjutan dan kepercayaan konsumen memoderasi secara positif hubungan tersebut. Berdasarkan hasil analisis tersebut, dihasilkan beberapa rekomendasi bagi merek fast fashion di antaranya untuk memperluas aplikasi proses produksi berkelanjutan ke seluruh proses produksi bukan hanya untuk lini pakaian khusus saja serta membangun lini bisnis baru seperti clothes rental untuk secara perlahan benar-benar beralih ke model bisnis yang berkelanjutan. Disarankan juga bagi pihak yang berwenang untuk mengadakan sertifikasi yang diakui secara internasional untuk proses produksi berkelanjutan dalam industri fast fashion mengingat pentingnya peran kepercayaan konsumen.
======================================================================================================
The fashion industry has grown significantly with the presence of fast fashion that is able to meet consumer demand by providing the right product within a short amount of time at an affordable price. Renowned fast fashion brands such as Zara and H&M already have thousands of stores operating in hundreds of countries by now, including Indonesia. Globally, the market size of fast fashion is expected to grow from USD 91.23 billion in 2021 to USD 99.23 billion in 2022 and USD 133.43 billion in 2026. Unfortunately, although considered successful, this business model has received a lot of criticism due to its unethical and unsustainable business practices. Fast fashion is closely related to various environmental issues and also to sweatshop practices in developing countries where workers are treated poorly. Increased consumer awareness of these issues came along with an increase in their intention to buy or consume products that are produced ethically and sustainably. This causes these brands to compete by launching their own ‘sustainable’ clothing lines. However, at the same time, the practice of greenwashing and the fact that there is still a lot of news regarding the involvement of these brands with sweatshop practices cannot be ignored because it has the potential to negatively impact consumer trust which then may influence their purchase intention towards products with sustainability claims. Data was collected from a total of 178 fast fashion consumers in Indonesia by distributing digital questionnaires and the collected data was then analyzed using Structural Equation Modeling (SEM). The results of the analysis show that environmental concerns has a positive impact on the consumer’s purchase intention towards fast fashion brands with sustainability claims and consumer trust positively moderates the relationship. Based on the results of the analysis, several recommendations were made for fast fashion brands, including expanding the sustainable production process not only for specific clothing line and developing new business lines such as clothes rental to slowly shift to a more sustainable business model. It is also suggested for the competent authorities to arrange an internationally recognized certification for sustainable production process in the fast fashion industry considering the important role of consumer trust.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Fast fashion, Klaim Berkelanjutan, Greenwashing, Sweatshop, Kepercayaan Konsumen, SEM, Fast fashion, Sustainability Claims, Greenwashing, Sweatshop, Consumer Trust, SEM
Subjects:	H Social Sciences > HF Commerce > HF5415.335 Consumer satisfaction H Social Sciences > HF Commerce > HF5415.52 Consumer complaints. Complaint letters
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User:	Tania Amalia Diandra
Date Deposited:	12 Jul 2022 06:48
Last Modified:	31 Oct 2022 02:48
URI:	http://repository.its.ac.id/id/eprint/94999

Actions (login required)

View Item