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All Journal Jurnal Manajemen Indonesia Journal of Global Economic Research
Malik, Agil Reza
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Economics, Econometrics & Finance

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Consumer Perception of Fast Fashion: Analysis The Role of Environmental Knowledge and Monetary Benefits In Purchase Intention Using The Theory of Planned Behavior Malik, Agil Reza; Lubis, Ratna Lindawati
Journal of Global Economic Research Vol. 2 No. 2 (2025)
Publisher : Akademi Akuntansi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62194/xr9jw930

Abstract

The fast fashion industry has rapidly grown over the past two decades due to quick supply and low prices, leading to overconsumption and textile waste, which harm land, marine, and air environments. This study explores how environmental knowledge and monetary benefits influence fast fashion purchase intentions, using the Theory of Planned Behavior. A quantitative survey of 134 Indonesian fast fashion consumers was analyzed using SEM-PLS. Of 12 hypotheses, seven were supported. Results show environmental knowledge significantly impacts perceived behavioral control, while monetary benefits positively affect brand attitude and subjective norms but negatively influence perceived betrayal. Although monetary benefits drive favorable purchase attitudes, perceived betrayal reduces purchase intentions. Findings reveal Indonesian consumers generally lack environmental knowledge and do not feel disappointed with fast fashion. The study recommends enhancing environmental awareness through recycling programs and government policies to reduce fast fashion consumption.
Consumer Perception of Fast Fashion: Analysis of The Role of Environmental Knowledge And Monetary Benefits In Purchase Intention Using The Theory of Planned Behavior Malik, Agil Reza; Lubis, Ratna Lindawati
Jurnal Manajemen Indonesia Vol. 25 No. 2 (2025): Jurnal Manajemen Indonesia
Publisher : Fakultas Ekonomi dan Bisnis, Telkom University.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34818/jmi.v25i2.9583

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
Co-Authors Ratna Lindawati Lubis