THE FACTORS OF WILLNGNESS TO BUY SUSTAINABLE FASHION IN INDONESIA
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Abstract
Sektor aplikasi fesyen mendominasi pasar dan menguasai lebih dari 73% bagi hasil dunia pada tahun 2021. 2% PDB dunia dihabiskan untuk fesyen. Meski berkontribusi terhadap PDB dan lapangan kerja, sektor fesyen merusak lingkungan. Sektor fesyen menghasilkan 92 juta ton limbah tekstil setiap tahunnya, atau satu truk pakaian setiap detiknya. Sekitar 72% dari seluruh pakaian terbuat dari serat sintetis yang tidak dapat terurai secara hayati, seperti poliester, yang memiliki waktu penguraian yang sangat lama, yaitu 200 tahun. Tujuan dari penelitian ini adalah untuk menguji pengaruh pengetahuan, sikap, dan kemauan harga terhadap kesadaran lingkungan terhadap pembelian fashion berkelanjutan di Indonesia. Hasil penelitian menemukan bahwa pengetahuan, sikap, dan harga mempunyai hubungan positif terhadap kesadaran lingkungan.
The fashion application sector dominated the market and controlled over 73% of the worldwide revenue share in 2021. Two percents of world GDP is spent on fashion. Despite contributing to GDP and employment, the fashion sector damages the environment. The fashion sector produces 92 million tons of textile waste annually, or one truck of clothing every second. Approximately 72% of all apparel is made of synthetic fibers that are not biodegradable, such as polyester, which has a shockingly long breakdown time of 200 years. The purpose of this research is to examine the impact of environmental awareness knowledge, attitude, and price willingness to buy sustainable fashion in Indonesia. The result of this study found that knowledge, attitude, and price had a positive relationship toward environmental awareness.
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