Agil Reza Malik, Ratna Lindawati Lubis

Consumer Perception of Fast Fashion: Analysis of The Role of Environmental Knowledge And Monetary Benefits In Purchase Intention Using The Theory of Planned Behavior

Introduction

Consumer perception of fast fashion: analysis of the role of environmental knowledge and monetary benefits in purchase intention using the theory of planned behavior. Analyze Indonesian consumers' fast fashion purchase intentions, considering environmental knowledge & monetary benefits using the Theory of Planned Behavior. Reveals low environmental awareness & policy needs.

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.   Keywords— environmental knowledge; fast fashion; monetary benefits; perceived betrayal; theory planned behavior

Review

This paper addresses a highly pertinent issue concerning the environmental and social impacts of the fast fashion industry, particularly within the context of rapid growth and lack of regulation in Indonesia. It clearly identifies the problem of overconsumption and waste generation, underscoring the urgency for understanding consumer behavior. By aiming to analyze the roles of environmental knowledge and monetary benefits in influencing fast fashion purchase intentions through the lens of the Theory of Planned Behavior, the study sets out to fill a crucial gap in literature, especially given Indonesia's specific challenges regarding sustainable consumption and policy development. Utilizing a quantitative survey approach with 134 Indonesian fast fashion consumers and analyzing data via SEM-PLS, the study provides empirical insights into the complex interplay of factors driving purchase intentions. A significant finding is that environmental knowledge positively influences perceived behavioral control, suggesting that informed consumers feel more capable of acting sustainably. Furthermore, monetary benefits play a dual role: positively shaping brand attitude and subjective norms, yet surprisingly having a negative impact on perceived betrayal. This implies that the allure of affordability in fast fashion can reduce feelings of disappointment or ethical conflict. The study also highlights that a negative perception of betrayal does deter purchase intentions, but critically, Indonesian consumers currently exhibit low environmental knowledge and a general lack of perceived betrayal. This research makes a valuable contribution by empirically demonstrating the influence of environmental knowledge and monetary benefits on fast fashion purchase intentions within an under-researched market. The findings offer crucial practical and policy implications. Specifically, the observed low levels of environmental knowledge and perceived betrayal among Indonesian consumers underscore a significant educational and awareness gap. The recommendations for the government to enhance environmental knowledge through initiatives like clothing recycling and to establish policies to restrict fast fashion purchases are well-supported by the data, providing a clear pathway for promoting more sustainable consumption patterns. While the sample size of 134 respondents is noted, the study's robust use of TPB and SEM-PLS delivers actionable insights for stakeholders committed to mitigating the negative impacts of fast fashion.

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