Jurnal Manajemen Indonesia (Vol 25.
, pp,199 - 211, 2.
Online ISSN: 2502-3713 | Print ISSN: 1411-7835 This Journal is available in Telkom University Online Journals Jurnal Manajemen Indonesia Journal homepage: journals.
id/ijm Consumer Perception of Fast Fashion: Analysis of The Role of Environmental Knowledge And Monetary Benefits In Purchase Intention Using The Theory of Planned Behavior Agil Reza Malik1.
Ratna Lindawati Lubis2 Master of Management.
Telkom University.
Bandung.
Indonesia Abstract The fast fashion industry has experienced dramatic growth over the past two decades, driven by the rapid supply and affordable prices.
This phenomenon has led to overconsumption and the accumulation of textile waste, contributing to land, marine, and air pollution.
The expansion of the fast fashion industry also poses a significant threat to Indonesia due to the substantial growth in both producers and consumers.
Consumer environmental awareness is a critical factor in promoting sustainability, necessitating an analysis of the factors influencing fast fashion purchase intentions.
However.
Indonesia currently lacks fixed regulations to curb fast fashion production.
Therefore, this study examines the influence of environmental knowledge and monetary benefits, utilizing the Theory of Planned Behavior to predict fast fashion purchase intentions in Indonesia.
A quantitative survey method was employed, targeting fast fashion consumers in Indonesia.
Data from 134 valid respondents were analyzed using the SEM-PLS method.
Of the 12 hypotheses tested, seven were supported.
The findings indicate that environmental knowledge significantly influences perceived behavioral control, while monetary benefits positively affect brand attitude and subjective norms.
However, monetary benefits have a negative impact on perceived betrayal.
Monetary benefits are important for Indonesian consumers in forming positive attitudes and subjective norm pressures to purchase fast fashion products.
Perceived betrayal in fast fashion negatively affects purchase intentions.
The study reveals that Indonesian consumers exhibit low environmental knowledge and lack feelings of disappointment toward fast fashion.
Consequently, the government should enhance environmental knowledge through clothing recycling initiatives and establish policies to restrict fast fashion purchases.
KeywordsAi environmental knowledge.
fast fashion.
monetary benefits.
perceived betrayal.
theory planned INTRODUCTION The fashion industry has undergone significant transformations over the past two decades, driven by the phenomenon of fast fashion.
This trend is characterized by rapidly changing fashion cycles, enabling the swift delivery of the latest clothing designs to consumers at affordable prices.
The fast fashion model employs a push strategy in supply chain management to mitigate demand uncertainty (McKinsey, 2.
It involves accelerated processes of design, production, distribution, and marketing, allowing consumers immediate access to the latest clothing trends with minimal wait times, thereby enhancing responsiveness to market demands.
Unsold garments from previous cycles experience a significantly shortened lifecycle, often transitioning from months to mere days.
This phenomenon encourages consumers to frequently purchase new clothing.
Article info Received .
/07/2.
Revised .
/08/2.
Accepted .
/10/2.
agilrezza@gmail.
DOI: 10.
34818/jmi.
Copyright@2025.
Published by School of Economics and Business Ae Telkom University Malik Jurnal Manajemen Indonesia (Vol 25.
, pp,199 - 211, 2.
Fast fashion significantly contributes to excessive consumption of affordable clothing, with the market projected to reach $185 billion by 2027.
For instance, in 2012.
Zara achieved textile production and delivery to retail stores within two weeks, while H&M required eight weeks.
Affordable pricing enables consumers to frequently change their wardrobes, leading to overconsumption.
When garments fall out of trend, they often accumulate and are discarded.
According to Business Insider .
, clothing production accounts for 10% of global carbon emissions, equivalent to the total emissions produced by the entire European region.
The return and disposal of unused clothing lack effective solutions, resulting in environmental degradation and social inequities.
Pollution from fast fashion extends beyond land to include marine and air pollution, as 60% of clothing is made from polyester or similar non-recyclable plastics.
The production process also demands substantial water resources, potentially depleting local water sources and contaminating rivers and waterways.
Textile waste contributes approximately 500,000 tons of waste annually to landfills and oceans, equivalent to 50 billion plastic bottles (Maiti, 2.
This underscores that fast fashion not only pollutes the environment through waste accumulation but also depletes resources through chemical-intensive processes.
Moreover, rapid production raises ethical concerns within the global economy, including unfair trade practices and the employment of underage workers.
Fast fashion garments are often produced by young women aged 18Ae Reports from the U.
Department of Labor have identified instances of forced labor and child labor in countries such as Argentina.
China.
India.
Vietnam, and others (IDN Times, 2.
This indicates that companies prioritize rapid sales and high profits over human welfare.
Social inequalities are prevalent in factories, particularly in Asia, where workers often cannot afford the clothing they produce.
In Indonesia, the fast fashion industry has significant social and environmental impacts.
The rapid pace of trend changes compels Indonesian consumers to stay up-to-date and maintain fashionable appearances.
Digitalization, particularly through e-commerce, is a key driver of clothing consumption, with IndonesiaAos ecommerce apparel market generating $624 million in revenue in March 2025, reflecting a 9.
0% growth compared to February 2025.
Over the past 12 months, the highest monthly revenue share was recorded in December 2024, 7% of the total 2024 apparel market revenue, while the lowest was in February 2025, at 7.
2% of the 2025 total (ECDB, 2.
The fashion industry dominates e-commerce sales in Indonesia, with supply chains largely driven by resellers sourcing from distributors.
Local wholesale markets further accelerate the affordability and turnover of fashion products.
According to IndonesiaAos Ministry of Environment and Forestry, most clothing sold is worn only 1Ae3 times, with only 8.
6% suitable for sustainable use, while the rest is discarded (IDN Times, 2.
This trend has spurred the growth of new textile micro, small, and medium enterprises (MSME.
, generating approximately 500 kg of fabric waste per production cycle, driven by high consumer demand.
Conversely, many Indonesians aspire to follow fashion trends but lack equivalent economic means, leading some to purchase second-hand clothing imported at low prices .
pproximately 50,000Ae100,000 IDR per bal.
However, these second-hand garments often contribute to textile waste accumulation, as they are typically worn only 1Ae3 times before being discarded.
YouGov reports that 66% of Indonesians discard at least one garment According to the Ministry of Environment and Forestry .
Indonesia generates 2.
3 million tons of clothing waste from total household waste (Good Stats, 2.
A notable environmental impact is the pollution of 70% of the Citarum River by microplastics, primarily textile fibers.
IndonesiaAos Sustainable Development Report .
assigns the country an overall score of 69, ranking 78th out of 166 countries.
Sustainable Development Goal (SDG) 12, which focuses on responsible consumption and production, shows stagnant progress, with air pollution and nitrogen emissions from production contributing significantly to negative sustainability outcomes.
Indonesia must strengthen regulations and engage factory investors to mitigate worsening environmental Notably, environmental responsibility lies not only with producers but also with consumers, who must curb excessive clothing purchases.
Consumer environmental awareness is critical for advancing sustainability, necessitating an analysis of factors influencing fast fashion purchase intentions.
Consumer awareness must be supported by government policies promoting a circular economy and sustainable consumption, aligning with SDG 12Aos focus on responsible consumption and production.
Sustainable consumption practices can significantly reduce waste, lower greenhouse gas emissions, and conserve resources for future generations (UNEP, 2.
This study investigates whether environmental knowledge influences fast fashion purchase intentions, utilizing the Theory of Planned Behavior (TPB).
Individuals with greater environmental awareness are likely to reduce purchases of products known to harm the environment.
Additionally, fast fashion purchases are driven by monetary benefits or incentives offered by brands to stimulate consumption.
In IndonesiaAos diverse economic landscape, such incentives make it a prime target for fast fashion marketing.
The TPB posits that an individualAos attitude toward a brand, encompassing cognitive and affective components, influences purchase intentions (Fishbein & Ajzen, 1.
Subjective norms, such as social pressures from close groups, can strongly influence Malik Jurnal Manajemen Indonesia (Vol 25.
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fast fashion purchases driven by materialistic values.
Perceived behavioral control, or ease of access to fast fashion products, further reinforces purchase intentions.
However, consumers often feel misled by brandsAo sustainability campaigns that do not align with their practices.
Thus, this study analyzes whether environmental knowledge and monetary benefits affect fast fashion purchase intentions among millennial consumers, the largest fast fashion customer segment (McKinsey, 2.
Millennials, aged 20Ae40, encompassing Generations Z.
Y, and X, play a pivotal role in IndonesiaAos textile consumption and environmental sustainability efforts.
II.
LITERATURE REVIEW
Theory Planned Behavior The Theory of Planned Behavior (TPB) serves as a foundational framework for predicting behavioral intentions by linking socio-psychological variables.
According to TPB, consumer knowledge shapes beliefs that influence attitudes, which in turn affect behavioral intentions.
Initially, intentions to engage in a specific behavior are driven by attitudes and subjective norms.
As research evolved.
TPB was refined from the Theory of Reasoned Action (TRA) by incorporating perceived behavioral control, defined as the perceived ease or difficulty of performing a behavior (Ajzen, 1.
Subjective norms reflect social pressures from significant others, such as friends, family, or colleagues, to engage in a specific behavior.
Hamzah and Tanwir .
extended TPB by integrating environmental ethics and beliefs, addressing the theoryAos initial lack of consideration for environmental responsibility and ethical concerns.
This study applies TPB to predict consumer purchase intentions for fast fashion products, incorporating environmental knowledge and monetary benefits as additional variables.
Environmental Knowledge and Theory Planned Behavior Attitude is defined as a consumerAos evaluative response to a behavior or object (Fishbein & Ajzen, 1.
This evaluation is formed through cognitive and affective components derived from brand-related information.
According to TPB, a positive attitude toward a brand fosters consistent positive intentions to engage in the associated behavior.
Subjective norms represent the perceived social pressure to perform or abstain from a behavior (Fishbein & Ajzen, 1.
Individuals are strongly motivated by social influences, driven not only by personal decisions but also by the desire to conform to the expectations of significant others, such as family, friends, or social status groups (Hegner.
Fenko, & Teravest, 2.
Perceived behavioral control refers to the perceived ease or difficulty of performing a behavior, influenced by past experiences (Ajzen, 1.
Individuals facing barriers to a behavior are likely to anticipate and avoid it, whereas those with access to necessary resources are more likely to engage in the behavior.
Environmental knowledge significantly influences consumer behavior, particularly purchase intentions.
Consumers aware of the environmental hazards of fast fashion, such as water and air pollution, are more likely to shift toward circular economy practices.
The fast fashion industry faces stringent scrutiny over its environmental sustainability practices (Liu.
Wang, & Chen, 2.
Previous research indicates that consumer environmental knowledge correlates with behavioral intentions through TPB componentsAiattitude toward the brand, subjective norms, and perceived behavioral control (Lee & Turner, 2.
Consumers who understand the environmental harm caused by fast fashion products tend to reduce their purchase intentions for non-sustainable products (Amed.
Social pressures also promote more sustainable practices, negatively impacting fast fashion products.
Based on this, the following hypotheses are proposed:
H1a: environmental knowledge negatively affects attitudes toward fast fashion brands.
H1b: environmental knowledge negatively affects subjective norms regarding fast fashion products.
H1c: environmental knowledge negatively affects perceived behavioral control regarding fast fashion H1d: environmental knowledge positively affects perceived betrayal regarding fast fashion products.
Monetary Benefits and Theory Planned Behavior In Indonesia, a key predictor of purchase intentions is monetary benefits, such as price reductions and As the worldAos fourth most populous country with diverse economic conditions, incentives significantly influence Indonesian consumer behavior in purchasing fashion products.
Consumers are typically drawn to lower prices, with monetary benefits being a critical factor in purchase intentions (Weber, 2.
The TPB framework is extended in this study by incorporating monetary benefits, specifically price reduction incentives, as a determinant of purchase decisions.
Armstrong et al.
found that monetary benefits influence attitudes toward brands, subjective norms, and perceived behavioral control.
The greater the perceived incentive, the more positive the attitude, social pressure, and self-control to purchase a product.
Lee and Turner .
further noted that social pressures also drive long-term financial motivations.
Accordingly, the following hypotheses are proposed:
H2a: monetary benefits positively affect attitudes toward fast fashion brands.
Malik Jurnal Manajemen Indonesia (Vol 25.
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H2b: monetary benefits positively affect subjective norms regarding fast fashion products.
H2c: monetary benefits positively affect perceived behavioral control regarding fast fashion products.
H2d: monetary benefits negatively affect perceived betrayal regarding fast fashion products.
Perceived Betrayal and Theory Planned Behavior Perceived betrayal refers to a shift in consumer perception due to information about environmental damage caused by a brand.
Consumers who previously trusted a brand may feel betrayed if the brand violates moral or normative obligations (Reimann et al.
, 2.
The greater the brandAos intentional violation of norms or expected interactions, the stronger the sense of betrayal.
According to Ajzen .
, a positive attitude toward a brand increases the likelihood of engaging in a Similarly, support from peer groups, such as friends or family, enhances the probability of performing the behavior.
Family values, traditions, and cultural norms also shape subjective norms that drive behavior.
Perceived behavioral control, influenced by resources such as time, money, and access to fast fashion products, further affects behavior.
However, perceived betrayal, stemming from information about a brandAos environmental irresponsibility, negatively impacts behavioral intentions (Zimand Sheiner & Lissitsa, 2.
Based on this, the following hypotheses are proposed:
H3: Attitude toward the brand positively affects purchase intentions for fast fashion products.
H4: Subjective norms regarding fast fashion positively affect purchase intentions for fast fashion products.
H5: Perceived behavioral control regarding fast fashion positively affects purchase intentions for fast fashion H6: Perceived betrayal regarding fast fashion negatively affects purchase intentions for fast fashion products.
Fig.
Research Framework The overall research framework is depicted in Figure 1, which analyzes factors influencing purchase intention for fast fashion products.
The independent variables are environmental knowledge and monetary benefits.
The mediating variables are the TPB constructs, which include attitude, subjective norms, perceived behavioral control, and additionally, perceived betrayal.
RESEARCH METHODOLOGY
This study focuses on describing the characteristics of a sample, estimating the population, and observing the relationships between variables of interest.
The measurement method employed a quantitative approach using statistical structural equation modeling to describe and understand the phenomenon of fast fashion purchase intention in Indonesia.
Data collection on each respondent was conducted once, a cross-sectional approach.
This study required primary data obtained through a questionnaire survey.
The sample consisted of Indonesians aged 18-40 who had purchased fast fashion products in the past year.
This age range was selected based on the research's limitations, namely that millennials and Gen Z are the majority of regular fast fashion customers.
This study required a minimum sample of 110 respondents to obtain valid and reliable data using the rule of thumb: the number of indicators multiplied by 5 (Hair et al.
, 2.
Based on these sample criteria, this study employed a nonprobability purposive sampling technique.
This technique applies specific criteria according to the research needs, and respondents are drawn from the researcher's knowledge of fast fashion use.
Structural equation modeling was used to analyze the influence between variables and constructs.
The stages began with validity and reliability testing using factor loadings.
Then, the validated data were structurally tested and paths analyzed for hypothesis testing.
Qualitative data triangulation was also conducted to confirm the results from the six fast fashion consumers.
Data triangulation is a data collection technique that combines previously obtained data sources (Sugiyono, 2.
This was done to increase data validity and reach reliable and unbiased Malik Jurnal Manajemen Indonesia (Vol 25.
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IV.
RESULT/FINDING
The results of data collection through a Google Form survey of fast fashion customers in Indonesia included 155 respondents, but only 134 met the sample criteria and completed the questionnaire completely.
Table 1.
Demographic of Respondent Domicile of Respondent Frequency Percentage Bali 0,75% Banten
0,75%
Jabodetabek
44,03%
Jambi
0,75%
Jawa Barat
32,09%
Jawa Tengah 10,45% Jawa Timur
4,48%
Lombok
0,75%
Papua
1,49%
Riau
1,49%
Sumatera Barat
0,75%
Sumatera Utara
0,75%
Yogyakarta
1,49%
Total Gender Frequency Percentage Laki-Laki Perempuan Total Aged Frequency Percentage 18-25 tahun 26-30 tahun 31-35 tahun 36-40 tahun Total Occupation Frequency Percentage Mahasiswa/Pelajar Wiraswasta pK PNS/BUMN/Karyawan Swasta Profesi lain Freelancer Total Education Frequency Percentage SMA Diploma Total Income/month Frequency Percentage O 1.
Rp 1.
001 - Rp 3.
Rp 3.
001 - Rp 6.
Rp 6.
001 - Rp 10.
> Rp 10.
Total Fast Fashion Spending/month Frequency Percentage Malik Jurnal Manajemen Indonesia (Vol 25.
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O 1.
Rp 1.
001 - Rp 3.
Rp 3.
001 - Rp 6.
Rp 6.
001 - Rp 10.
> Rp 10.
Total BrandAos Favorite Frequency Adidas Brand lokal Brand Luxury HnM Nike Uniqlo Zara Total Most Favorite Channels Frequency Aplikasi mobile E-commerce Toko retail offline Website Total Source: Author .
Percentage Percentage Table 1 presents the geographic distribution of respondents across Indonesia, with the majority originating from Greater Jakarta (Jabodetabe.
03% .
and West Java at 32.
09% .
Other respondents include 10.
45% from Central Java and 4.
48% from East Java.
Respondents are also distributed across regions outside Java, including West Sumatra.
North Sumatra.
Riau.
Papua, and Bali, indicating that the study encompasses a broad representation of Indonesia.
Regarding gender, 58% of respondents are female, while 42% are male.
The higher proportion of female respondents aligns with the research focus on fashion, which is generally more appealing to women.
The majority of respondents fall within the 26Ae30 age group .
%) and the 31Ae35 age group .
%).
Only 10% of respondents are under 25 years old, and 13% are over 36 years old, indicating that the sample predominantly comprises Generation X and Y, commonly referred to as millennials.
Based on occupation, 65% of respondents are employees in either state-owned or private companies.
Additionally, 18% are engaged in specialized professions, such as lawyers, teachers, doctors, nurses, or This distribution corresponds with the respondentsAo educational attainment, with 78% holding a bachelorAos degree, 12% a diploma, 6% a masterAos degree, and 4% a high school education.
The average monthly income of respondents is predominantly in the range of IDR 3,500,000Ae6,000,000 .
%), with overall incomes ranging from IDR 1,500,000Ae10,000,000.
Meanwhile, the average monthly expenditure on fashion products is less than IDR 1,500,000 for 72% of respondents.
This suggests that, despite incomes above the minimum wage, fashion purchases are considered a tertiary need.
This finding is consistent with the frequency of fashion purchases, with 34% of respondents shopping 3Ae4 times per year and 27% shopping 1Ae2 times per year.
Additionally, 47% of respondents prefer shopping at the Uniqlo brand, and 63% opt for offline retail stores over online channels.
The measurement model was employed to assess the relationships between latent variables and their This study evaluated two aspects: factor loading, validity, and reliability.
Factor loadings were derived using the bootstrapping method in SmartPLS software, with a criterion that indicator values must exceed 0.
5 to be considered valid.
The results of the factor loading analysis are presented below.
Table 1.
factor loading results Indicator Variable Factor loading Notes 0,842 Valid
0,787
Valid
0,846
Valid
0,852
Valid Malik Jurnal Manajemen Indonesia (Vol 25.
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PB1
PB2
PB3
PI1
PI2
0,900
Valid
0,882
Valid
0,765
Valid
0,909
Valid
0,838
Valid
0,819
Valid
0,889
Valid
0,916
Valid
0,892
Valid
0,610
Valid
0,805
Valid
0,837
Valid
0,704
Valid
0,925
Valid
0,906
Valid
0,887
Valid
0,940
Valid
0,957
Valid Source: author .
Table 2 indicates that 22 indicator variables have factor loading values greater than 0.
Nearly all variables exhibit values above 0.
8, implying that 80% of these indicator variables effectively measure their respective latent variables.
The lowest factor loading value is for N4, at 0.
610, indicating that this indicator accounts for only 61% of the subjective norm variable.
This may be attributed to the majority of respondents disagreeing with the fourth subjective norm statement, namely that people around them have purchased fast fashion products.
Additional validity and reliability tests were conducted to assess the relationship between latent variables and indicator variables using criteria such as CronbachAos alpha, composite reliability, and Average Variance Extracted (AVE).
The criteria for CronbachAos alpha and composite reliability are deemed consistent or reliable if they exceed 0.
7, while AVE is considered to reflect the latent variable if it exceeds 0.
Table 2.
Validity and Reliability Test
Latent Variable Cronbach's alpha
Composite reliability Average variance Enviromental knowledge 0,766 0,770 0,681 Monetary Benefit
0,853
0,867
0,772
Atittuted toward brands 0,854 0,876 0,696 Subjective norm
0,842
0,898
0,690
Perceived behavior
0,696
0,723
0,615
Perceived Betrayal 0,894 0,939 0,821 Purchase intention 0,890 0,907 0,900 Source: author .
Table 3 presents the results of reliability tests based on CronbachAos alpha, composite reliability, and AVE The reliability tests, namely CronbachAos alpha and composite reliability, have met the threshold of greater These values indicate that the seven latent variables are reliable or consistent within the proposed The AVE results also show values greater than 0.
6, meaning that 60% of the indicator variables can reflect the latent variables, confirming their validity.
Consequently, the proposed construct model is suitable for proceeding to structural analysis to examine the relationships among latent variables.
The coefficient of determination (R-squar.
is a measure used to evaluate the proposed construct model in explaining the variability of the dependent variable based on the independent variables.
This value serves as a predictor of whether the research model is effective compared to other independent variables.
An R-square value greater than 0.
5 indicates that the independent variables substantially explain the dependent variable.
Struktur Model Attitude toward brand Perceived behavior Perceived betrayal Table 4.
R-square test R-square 0,133 0,131 0,048 R-square adjusted 0,120 0,118 0,034 Malik Jurnal Manajemen Indonesia (Vol 25.
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Subjective norm
Purchase Intention
0,168
0,469
0,156
0,452
Source: author .
Table 4 reveals that four latent variables in the construct have R-square values below 0.
For the independent variable, purchase intention, the R-square value is higher at 0.
469, indicating that 46.
9% of the intention to purchase fast fashion in Indonesia can be explained by the constructs of environmental influence, monetary benefits, brand attitude, perceived behavioral control, perceived betrayal, and subjective norms.
Therefore, this model can be considered a viable theoretical reference and can proceed to hypothesis testing.
The second stage of the structural model involves evaluating the path analysis in accordance with the Once the model is deemed valid, reliable, and fit, hypothesis testing will proceed as follows.
Hypothesis H1a : L Ie S H1b: L Ie N H1c: L Ie PB H1d: L Ie P H2a: M Ie S H2b: MIe N H2c: MIe PB H2d: MIe P H3: S Ie PI H4: N Ie PI H5: PB Ie PI H6: P Ie PI Table 5.
Hypothesis Testing Standardized P-values Coefficients 1,121 0,262 0,020 0,984 2,828 0,005 1,538 0,124 3,650 0,000 5,325 0,000 1,843 0,065 -0,726 0,025 3,742 0,000 2,486 0,013 1,678 0,093 -3,431 0,001 Source: author .
Notes Not Supported Not Supported Supported Not Supported Supported Supported Not Supported Supported Supported Supported Not Supported Supported Table 5 indicates that 7 out of 12 hypotheses are statistically significant, with significance determined by a p-value less than 0.
05, while the coefficient indicates the direction of the relationship .
ositive or negativ.
The first hypothesis (H1.
has a p-value of 0.
262 (> 0.
, meaning it is rejected.
environmental knowledge does not influence attitudes toward fast fashion brands.
The second hypothesis (H1.
is also rejected due to a p-value of 984 (> 0.
, indicating that environmental knowledge does not affect subjective norms.
The third hypothesis (H1.
has a p-value of 0.
005 (< 0.
and a coefficient of 2.
828, so it is accepted, meaning environmental knowledge positively influences perceived behavioral control.
The fourth hypothesis (H1.
has a p-value of 0.
(> 0.
, leading to its rejection, as environmental knowledge does not affect perceived betrayal.
Thus, among the hypotheses related to the independent variable of environmental knowledge, only its influence on perceived behavioral control is significant.
The fifth hypothesis (H2.
test results show a p-value of 0.
000 (< 0.
with a coefficient of 3.
indicating acceptance.
monetary benefits of purchasing fast fashion products have a significant positive effect on brand attitudes.
The sixth hypothesis (H2.
has a p-value of 0.
000 (< 0.
with a coefficient of 5.
325, meaning it is accepted.
monetary benefits significantly and positively influence subjective norms.
The seventh hypothesis (H2.
has a p-value of 0.
065 (> 0.
, leading to its rejection, as monetary benefits do not affect perceived behavioral control.
The eighth hypothesis (H2.
has a p-value of 0.
025 (< 0.
with a coefficient of -0.
indicating acceptance.
monetary benefits have a significant negative effect on perceived betrayal.
Thus, monetary benefits significantly influence brand attitudes, subjective norms, and perceived betrayal.
The ninth hypothesis (H.
test results show a p-value of 0.
000 (< 0.
with a coefficient of 3.
indicating acceptance.
attitudes toward fast fashion brands have a significant positive effect on purchase intention.
The tenth hypothesis (H.
has a p-value of 0.
013 (< 0.
and a coefficient of 2.
486, meaning it is accepted.
subjective norms have a significant positive effect on the intention to purchase fast fashion products.
The eleventh hypothesis (H.
has a p-value of 0.
093 (> 0.
, leading to its rejection, as perceived behavioral control does not influence the intention to purchase fast fashion products.
The twelfth hypothesis (H.
has a p-value of 0.
001 (<
with a coefficient of -3.
431, indicating acceptance.
perceived betrayal of fast fashion products has a significant negative effect on purchase intention.
Overall, the path analysis of this study is illustrated in the following structural model.
Malik Jurnal Manajemen Indonesia (Vol 25.
, pp,199 - 211, 2.
--- Fig.
2 Structural Model Based on interviews with six fast fashion consumers who actively purchase more than four times a year and have been loyal customers for over ten years, ten in-depth questions were asked regarding fast fashion purchasing behavior, including reasons for choosing brands, social influences on purchasing, purchase channel processes, environmental knowledge, financial incentives, and future fast fashion purchasing behavior.
The primary reasons respondents purchased fast fashion were convenience and affordability.
Two respondents noted that these brands often offer discounts during seasonal transitions.
Additionally, the prices are considered affordable, given the comfortable quality and suitability for IndonesiaAos climate.
The other four respondents stated that fast fashion brands offer clothing models that align with any season or trend, making them more durable.
They also highlighted the high quality and comfort of the materials used.
Purchasing decisions for fast fashion products are influenced by close associates, such as family and Initially, respondents were introduced to fast fashion brands through colleagues, but after gaining familiarity, they made independent purchasing decisions.
Respondents were also influenced by social media reviews showcasing the latest clothing trends, prompting them to visit stores to try and select items.
Regarding the purchase process, respondents predominantly made impulsive purchases.
They preferred offline shopping over online channels due to the wider selection and ability to try products directly.
Respondents often made unplanned, impulsive purchases while visiting shopping centers.
The majority of respondents were unaware of the negative environmental and social impacts of fast They only knew about waste accumulation and water usage in production processes.
However, they believed that companies provide solutions, such as recycling old clothes and donating garments.
Respondents also trusted that companies implement appropriate measures to address excessive waste.
Only one of the six respondents expressed an intention to reduce fast fashion purchases due to environmental concerns.
The other five indicated they would continue purchasing if financial incentives were offered, as these were deemed beneficial.
Additionally, they stated that fast fashion clothing supports their work-related needs, making it unavoidable to refrain from purchasing.
DISCUSSION