Slow Fashion: Between Environment Sustainability and Business Sustainability

Abstract

Slow fashion is a topic that is currently still being widely discussed because it is considered as an environmentally friendly alternative in the fashion industry. Even though this concept is accepted by academics and practitioners, how slow fashion can generate sufficient profits is still a question considering the selling price is quite high and the emphasis is on quality over quantity. This research seeks to close this research gap by using the Consumer Orientation to Slow Fashion (COSF) framework and the perceived customer value of slow fashion products. The analysis of 200 Indonesian consumer data using PLS-SEM revealed that (1) providing authentic, local, and exclusive product attribute are very important in developing customer value in slow fashion products, and (2) perceived value ultimately has a positive impact on purchase intentions. This result provides a business strategy for slow fashion brand owners to be able to focus on these attributes to create a sustainable business model that includes the triple bottom line (people, planet, profit) and contribute to achievement of SDG Goal no 12: responsible consumption and production.