The fashion industry is no stranger to “fast fashion,” but fewer people may be familiar with its opposite: “slow fashion.” Unlike fast fashion, which focuses on producing trendy, disposable clothing, slow fashion promotes a mindful approach to garment production. It prioritises quality, longevity, and responsible resource use, aiming to create timeless pieces rather than seasonal items that quickly end up in landfills.
In a world increasingly driven by consumerism, it is essential to consider the impact of our clothing choices. What drives us to purchase certain garments, and how do those decisions affect the environment? Professor Dr. Asokan Vasudevan from the Faculty of Business and Communication at INTI International University and his team have been exploring the factors influencing consumers’ intentions to buy slow fashion products. This research sheds light on consumer behaviour and expands on the Theory of Planned Behaviour (TPB). This psychological model explains how attitudes, social influences, and perceived control shape individual actions.
Professor Dr. Asokan Vasudevan from the Faculty of Business and Communication at INTI International University highlighted that greater environmental awareness leads to more positive attitudes and stronger intentions to purchase eco-friendly products.
Prof. Dr. Asokan’s research was conducted in Indonesia, surveying over 100 Generation Z participants. The study used structural equation modelling to examine how various factors contribute to consumers’ intentions to purchase slow fashion products. The findings revealed three significant influences:
- Willingness to Pay a Premium
One key factor is the consumer’s readiness to pay more for eco-friendly products. According to the research, a greater willingness to pay a premium is closely linked to an increased intention to purchase sustainable clothing. Younger consumers who are more willing to spend on green products are also more motivated to make environmentally conscious choices.
- Environmental Knowledge
Environmental awareness is another significant driver of slow fashion purchasing behaviour. Prof. Dr. Asokan’s team found that individuals with a stronger understanding of ecological issues are likelier to adopt positive attitudes toward green products, leading to a higher likelihood of buying sustainable fashion. “Understanding ecological issues positively impacts attitudes and intentions to purchase eco-friendly products,” he said, emphasising the role of education in shaping purchasing habits.
- Perceived Consumer Effectiveness (PCE)
Perceived Consumer Effectiveness refers to a person’s belief in their ability to make a difference through their purchasing choices. The research showed that consumers who feel confident contributing to environmental sustainability are more inclined to buy eco-friendly products. This sense of individual impact is particularly important for Generation Z, who are increasingly concerned about sustainability.
Taken together, these findings demonstrate the growing importance of consumer awareness, especially among younger generations. As individuals become more informed about the environmental impact of their purchases, the demand for sustainable options, such as slow fashion, will likely increase.
The study further emphasises the need for continued research on green purchasing behaviours, particularly in developing countries with emerging sustainable practices. By focusing on consumer education, brands can enhance understanding of the benefits of slow fashion, ultimately driving demand and fostering deeper connections with consumers. This, in turn, can lead to broader adoption of sustainable practices across the fashion industry.
Findings reveal that customers with a higher willingness to pay are more motivated and aware of the benefits of purchasing sustainable products, including eco-friendly clothing.