The Impact of Slow and Circular Fashion Concept on Consumers Purchase Intention

Abstract

Slow and circular fashion concept is a concept that used in fashion industry referring to company or brand that produced clothes in sustainable practices, including reducing waste, extending lifespan of products, and priority responsible manufacture. As the textile manufacture is one of the biggest industry that producing waste, many people start to aware of this problem, especially millennials and gen Z. Many fashion brand are starting to apply sustainability process on their manufacture, including applying slow and circular fashion concept. As a sustainability brand, they tend to use value-based pricing on their pricing strategy, so the price range is middle to high. The brand wanted the value they offer to the consumers is delivered well and they tried to encourage people to be responsible consumers. However, the one who have awareness of environment concern are millennials and gen Z who have middle to low purchasing power. This generation sees the value that sustainability brand’s offer is not appeal to them even though they know the brand mission and vision. This study aimed to identify factors that influence the consumers purchase intention on slow and circular fashion concept. This study using quantitative methods and descriptive statistic as data collection methods. The data were obtained from questionnaire that were distributed to 200 respondent.