FACTOR AFFECTING INTENTION TO INCREASE SUSTAINABILITY FAST FASHION CONSUMPTION

Sustainability becomes an important issue especially for fast fashion as a short production concept but consumers are unwilling to adopt sustainable changes in their consumption choices, a phenomenon that is common to many fashion industries that offer sustainable products. Therefore, This study investigated motivational consumers in buying fashion (Brand Consciousness, Materialism, Social Comparison, Fashion Innovativeness, and Fashion Involvement) toward attitude consumers. In addition, this study aims to examine the relation among awareness consumers on attitude, subjective norm, and perceived behavioral control in the context of sustainability fast fashion. This research uses structural equation modeling analysis (SEM) in the SmartPLS and bootstrap programs.