Sustainable Fashion Consumption Intentions: Price Orientation, Consumer Knowledge and Consumer Trust in the extended TPB model

The rapid growth of “fast fashion” as well as issues of environmental and social damage, have changed the way of thinking of fashion consumers to have the intention of consuming sustainable fashion. Currently, the theme of sustainable fashion is an urgent theme for the fashion industry that needs further research. This research aims to examine the factors that influence consumers’ intentions to consume sustainable fashion in Kediri, East Java Indonesia. This research uses a purposive sampling technique which is selected based on respondents who are willing to fill out the questionnaire and meet the predetermined sample creteria. The hypothesis proposed in this study was tested using SEM-PLS with 140 respondents. The results showed that attitudes, subjective norm, PBC, knowledge and beliefs had a significant positive effect on sustainable fashion consumption intentions, while the price variable did not have a significant positive effect on sustainable fashion consumption intentions. The fashion industry must ensure that consumers’ positive attitudes, subjective norm, PBC, knowledge and high trust must be met in order to generate sustainable fashion consumption intentions.