PREDICTING CONSUMER PURCHASE INTENTIONS AND EWOMS FOR LOCALLY PRODUCED FASHION PRODUCTS MADE FROM NATURAL DYES

Lita, Ratni Prima
Rini, Rini
Ma'ruf, Ma'ruf
Triani, Laura Amelia
Khatimah, Husnul
Syafrida, M. Fajar

Multidiciplinary Output Research for Actual and International Issue (Morfai Journal)
Vol. 5 No. 5 (2025): Multidiciplinary Output Research For Actual and International Issue

The creative economy, especially related to the fashion subsector, becomes a critical contributor to Indonesia’s economic growth, and yet also comes along with fast-fashion issues, with their environmental and social impacts. As an alternative, sustainable fashion made on traditional textiles, e.g., Minangkabau woven fabrics and batik, dyed with tannin-based natural coloring agents from gambier, offers a significant potency. However, research on factors influencing consumer purchase intention for these products remains limited, particularly in West Sumatra, calling for the need to analyze how social influence and willingness to pay more impact purchase intention and how they drive eWOM. A quantitative approach with a purposive sampling technique was invoked, with data collected through an online survey of 160 respondents. Data were then analyzed using the SEM-PLS technique. Results demonstrated that social influence and willingness to pay more had a positive and significant effect on purchase intention. Additionally, purchase intention was found to mediate the formation of eWOM. These findings both corroborate the literature concerning sustainable consumer behaviors and afford practical implications for producers to apply social networking, fix a premium price as a symbol of quality and sustainability, educate consumers to elevate their loyalty, and broaden market reach through eWOM.