Purchase intention toward sustainable fashion brand: analysis on the effect of customer awareness on sustainability on willingness to pay

Siauw Gabriella Tiffany Wijaya; Eristia Lidia Paramita

doi:10.14710/dijb.4.1.2021.49-57

DOI: https://doi.org/10.14710/dijb.4.1.2021.49-57

Purchase intention toward sustainable fashion brand: analysis on the effect of customer awareness on sustainability on willingness to pay

Siauw Gabriella Tiffany Wijaya , Eristia Lidia Paramita

Universitas Kristen Satya Wacana, Indonesia

Citation Format:

Abstract

Customer awareness of sustainable products has increased very rapidly during the last few years. This phenomenon has encouraged international fast-fashion brands to develop a new line which is a more sustainable line. This paper aims to examine the effect of customer awareness on sustainability and willingness to pay on purchase intention toward sustainable fashion brands. This study obtained 211 respondents with the sampling method of purposive sampling with the criteria as follow: (1) Men and women who are Indonesians, (2) Men and women who enjoyed clothes-shopping at international fast-fashion brands stores, also (3) Men and women who aged 15 – 36 years old. Multiple regressions were used as a method to conduct hypotheses test of this study. The findings of this study stated that sustainability movement awareness and willingness to pay contributes a positive and significant effect towards the purchase intention of Indonesian customers. Furthermore, this study has found that the Indonesian market is already very aware of the sustainability movement and the concerns toward environmental health.

Fulltext View|Download

Keywords: customer awareness; willingness to pay; purchase intention; sustainable fashion

Article Metrics:

Article Info

Section: Articles

Language : EN

In Vol 4, No 1 (2021)

Recent articles

Back matter Front matter Employee involvement, job satisfaction, and in-role performance Can information be too much? the moderating role of Covid-19 information on the effect of job stress on job performance Purchase intention toward sustainable fashion brand: analysis on the effect of customer awareness on sustainability on willingness to pay More recent articles

Bonini, S., & Oppenheim, J. (2018). Cultivating the Green Consumer. Retrieved May 30, 2020, from Stanford Social Innovation Review website: https://ssir.org/articles/entry/cultivating_the_green_consumer
Büyükdağ, N., Soysal, A. N., & Ki̇tapci, O. (2020). The effect of specific discount pattern in terms of price promotions on perceived price attractiveness and purchase intention: An experimental research. Journal of Retailing and Consumer Services, 55(December 2019). https://doi.org/10.1016/j.jretconser.2020.102112
Chang, T. Z., & Wildt, A. R. (1994). Price, product information, and purchase intention: An empirical study. Journal of the Academy of Marketing Science: Official Publication of the Academy of Marketing Science, 22(1), 16–27. https://doi.org/10.1177/0092070394221002
Ciasullo, M. V., Maione, G., Torre, C., & Troisi, O. (2017). What about sustainability? An empirical analysis ofcustomers’ purchasing behavior in fashion context. Sustainability (Switzerland), 9(9), 1–18. https://doi.org/10.3390/su9091617
Cimatti, B., Campana, G., & Carluccio, L. (2017). Eco Design and Sustainable Manufacturing in Fashion: A Case Study in the Luxury Personal Accessories Industry. Procedia Manufacturing, 8(October 2016), 393–400. https://doi.org/10.1016/j.promfg.2017.02.050
Cohen, S. (2015). The Growing Level of Environmental Awareness. Retrieved May 9, 2020, from Huffpost.com website: https://www.huffpost.com/entry/the-growing-level-of-envi_b_6390054
Dangelico, R. M., & Vocalelli, D. (2017). “Green Marketing”: An analysis of definitions, strategy steps, and tools through a systematic review of the literature. Journal of Cleaner Production, 165, 1263–1279. https://doi.org/10.1016/j.jclepro.2017.07.184
Erdil, T. S. (2015). Effects of Customer Brand Perceptions on Store Image and Purchase Intention: An Application in Apparel Clothing. Procedia - Social and Behavioral Sciences, 207, 196–205. https://doi.org/10.1016/j.sbspro.2015.10.088
Fu, F., & Elliott, M. (2013). The moderating effect of perceived product innovativeness and product knowledge on new product adoption: An integrated model. Journal of Marketing Theory and Practice, 21(3), 257–272. https://doi.org/10.2753/MTP1069-6679210302
Gwilt, A., & Rissanen, T. (2011). Shaping sustainable fashion: Changing the way we make and use clothes. London: Earthscan
Hall, J. (2018). Digital Kimono: Fast Fashion, Slow Fashion? Fashion Theory - Journal of Dress Body and Culture, 22(3), 283–307. https://doi.org/10.1080/1362704X.2017.1319175
Han, J., Seo, Y., & Ko, E. (2017). Staging luxury experiences for understanding sustainable fashion consumption: A balance theory application. Journal of Business Research, 74, 162–167. https://doi.org/10.1016/j.jbusres.2016.10.029
Henninger, C. E., Panayiota, J., & Alevizou, C. J. O. (2009). What is sustainable fashion? Journal of Fashion Marketing and Management: An International Journal International Marketing Review International Journal of Retail & Distribution Management, 13(7), 279–296. Retrieved from https://doi.org/10.1108/13612020910957770
Henninger, C. E., Ryding, D., Alevizou, P. J., & Goworek, H. (2017). Sustainability in Fashion: A Cradle to Upcycle Approach. Sustainability in Fashion: A Cradle to Upcycle Approach, 1–270. https://doi.org/10.1007/978-3-319-51253-2
Hill, J., & Lee, H. H. (2012). Young Generation Ycustomers’ perceptions of sustainability in the apparel industry. Journal of Fashion Marketing and Management, 16(4), 477–491. https://doi.org/10.1108/13612021211265863
Holgate, M. (2019). As Zara Announces Its Latest Sustainability Goals, Three of Its Design Team Weigh In on Going Slower and Creating Responsibly. Retrieved from vogue.com website: https://www.vogue.com/article/zara-sustainable-initiatives
Hsu, C. L., Chang, C. Y., & Yansritakul, C. (2017). Exploring purchase intention of green skincare products using the theory of planned behavior: testing the moderating effects of country of origin and price sensitivity. Retrieved May 24, 2020, from J. Retailing Consum. Serv.34 website: https://www.euromonitor.com/apparel-and-footwear-in-turkey/report-
Hwang, J., & Lee, J. H. (2019). Relationships among Senior Tourists’ Perceptions of Tour Guides’ Professional Competencies, Rapport, Satisfaction with the Guide Service, Tour Satisfaction, and Word of Mouth. Journal of Travel Research, 58(8), 1331–1346. https://doi.org/10.1177/0047287518803199
Jayachandran, S., Hewett, K., & Kaufman, P. (2004). Customer response capability in a sense-and-respond era: The role of customer knowledge process. Journal of the Academy of Marketing Science, 32(219)
Joy, A., Sherry, J. F., Venkatesh, A., Wang, J., & Chan, R. (2012). Fast fashion, sustainability, and the ethical appeal of luxury brands. Fashion Theory - Journal of Dress Body and Culture, 16(3), 273–295. https://doi.org/10.2752/175174112X13340749707123
Jung, S., & Jin, B. (2016). Sustainable development of slow fashion businesses: Customer value approach. Sustainability (Switzerland), 8(6). https://doi.org/10.3390/su8060540
Kim, J., Taylor, C. R., Kim, K. H., & Lee, K. H. (2015). Measures of perceived sustainability. Journal of Global Scholars of Marketing Science, 25(2), 182–193. https://doi.org/10.1080/21639159.2015.1015473
Kumar, V., Rahman, Z., Kazmi, A. A., & Goyal, P. (2012). Evolution of Sustainability as Marketing Strategy: Beginning of New Era. Procedia - Social and Behavioral Sciences, 37, 482–489. https://doi.org/10.1016/j.sbspro.2012.03.313
Lee, E. J., Bae, J., & Kim, K. H. (2019). The effect of environmental cues on the purchase intention of sustainable products. Journal of Business Research, (January), 0–1. https://doi.org/10.1016/j.jbusres.2019.10.048
Legere, A., & Kang, J. (2020). The role of self-concept in shaping sustainable consumption: A model of slow fashion. Journal of Cleaner Production, 258, 120699. https://doi.org/10.1016/j.jclepro.2020.120699
Mcneill, L., & Moore, R. (2015). Sustainable fashion consumption and the fast fashion conundrum: Fashionablecustomers and attitudes to sustainability in clothing choice. International Journal of Consumer Studies, 39(3), 212–222. https://doi.org/10.1111/ijcs.12169
Min Kong, H., & Ko, E. (2017). Why docustomers choose sustainable fashion? A cross-cultural study of South Korean, Chinese, and Japanesecustomers. Journal of Global Fashion Marketing, 8(3), 220–234. https://doi.org/10.1080/20932685.2017.1336458
Mukendi, A., Davies, I., Glozer, S., & McDonagh, P. (2020). Sustainable fashion: current and future research directions. European Journal of Marketing, ahead-of-p(ahead-of-print). https://doi.org/10.1108/ejm-02-2019-0132
Ozdamar Ertekin, Z., & Atik, D. (2015). Sustainable Markets: Motivating Factors, Barriers, and Remedies for Mobilization of Slow Fashion. Journal of Macromarketing, 35(1), 53–69. https://doi.org/10.1177/0276146714535932
Pal, R. (2017). Sustainable Design and Business Models in Textile and Fashion Industry. 109–138. https://doi.org/10.1007/978-981-10-2639-3_6
Park, H., Lee, M. Y., & Koo, W. (2017). The four faces of apparelcustomers: Identifying sustainablecustomers for apparel. Journal of Global Fashion Marketing, 8(4), 298–312. https://doi.org/10.1080/20932685.2017.1362988
Prakash, G., & Pathak, P. (2017). Intention to buy eco-friendly packaged products among youngcustomers of India: A study on developing nation. Journal of Cleaner Production, 141, 385–393. https://doi.org/10.1016/j.jclepro.2016.09.116
Rauturier, S. (2018). What is fast fashion? Retrieved from goodonyou.eco website:

Last update:

No citation recorded.

Last update:

No citation recorded.

Author(s) Rights

In order for Diponegoro International Journal of Business (DIJB) to publish and disseminate research articles, we need publishing rights (transferred from author(s) to publisher). This is determined by a publishing agreement between the author(s) and DIJB. This agreement deals with the transfer or license of the copyright of publishing to DIJB, while authors still retain significant rights to use and share their own published articles. DIJB supports the need for authors to share, disseminate and maximize the impact of their research and these rights, in any databases.

As an author, you have rights to a large range of uses of your article, including use by your employing institute or company. These Author rights can be exercised without the need to obtain specific permission. Authors publishing in DIJB has wide rights to use their works for teaching and scholarly purposes without needing to seek permission, including:

use for classroom teaching by Author or Author's institution and presentation at a meeting or conference and distributing copies to attendees;
use for internal training by the author's company;
distribution to colleagues for their research use;
use in a subsequent compilation of the author's works;
inclusion in a thesis or dissertation;
reuse of portions or extracts from the article in other works (with full acknowledgement of final article);
preparation of derivative works (other than commercial purposes) (with full acknowledgement of final article);
voluntary posting on open web sites operated by author or author’s institution for scholarly purposes,

(but it should follow the open-access license of Creative Common CC-by-SA License).

Authors/readers/third parties can copy and redistribute the material in any medium or format, as well as remix, transform, and build upon the material for any purpose, even commercially, but they must give appropriate credit (the name of the creator and attribution parties (authors detail information), a copyright notice, an open-access license notice, a disclaimer notice, and a link to the material) and provide a link to the license.

Authors/readers/third parties can read, print and download, redistribute or republish the article (e.g. display in a repository), translate the article, download for text and data mining purposes, re-use portions or extracts from the article in other works, sell or re-use for commercial purposes, remix, transform, or build upon the material, they must distribute their contributions under the same license as the original Creative Commons Attribution-ShareAlike (CC BY-SA).

Copyright Transfer Agreement for Publishing (Publishing Right)

The authors submitting a manuscript do so on the understanding that if accepted for publication, the copyright for publishing (publishing right) of the article shall be assigned/transferred to the Department of Management, Faculty of Economics and Business, Universitas Diponegoro as the publisher of DIJB.

Upon acceptance of an article, authors will be asked to complete a 'Copyright Transfer Agreement for Publishing (CTAP)'. An e-mail will be sent to the Corresponding Author confirming receipt of the manuscript together with a CTAP form by the online version of this agreement.

DIJB, the publisher, and the editorial board make every effort to ensure that no wrong or misleading data, opinions or statements be published in the journal. In any way, the contents of the articles and advertisements published in DIJB are sole and exclusive responsibility of their respective authors and advertisers.

Remember, even though we ask for a transfer of copyright for publishing (CTAP), our journal Author(s) retain (or are granted back) significant scholarly rights as mentioned before.

The Copyright Transfer Agreement for Publishing (CTAP) Form can be downloaded here