Purpose

This study aims to explore the relationships between particular personal values (environmental, hedonic and utilitarian) and the intention to purchase slow fashion through the mechanism of attitude toward slow fashion in Indonesia.

Design/methodology/approach

This quantitative study uses an online questionnaire to obtain survey data from 429 respondents in cities in Indonesia. The respondents were mostly aged between 18 and 45 years, with the majority between 18 and 22 years (63.40 per cent). Confirmatory factor analysis and structural equation modeling are used to test and validate the proposed model's scale validity and relationship.

Findings

Environmental, utilitarian and hedonic values are positively related to attitudes toward slow-fashion products. Further, attitudes toward slow-fashion products positively influence purchase intention.

Practical implications

The study suggests marketing strategies to stimulate the intention to purchase slow fashion through advertising that emphasizes utilitarian, environmental and hedonic values, such as the pleasure in using slow-fashion products.

Originality/value

This study is the first to investigate the relationship of environmental and motivational values (hedonic and utilitarian) to the intention to purchase slow-fashion products. The findings contribute to the theoretical and practical understandings of slow fashion by identifying pre-positioned values that trigger positive attitudes toward slow-fashion products, thereby increasing purchase intention.

中文翻译：

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慢时尚购买意向驱动因素：一项印度尼西亚研究

目的

本研究旨在通过印度尼西亚对慢时尚的态度机制，探讨特定个人价值观（环境、享乐和功利主义）与购买慢时尚的意愿之间的关系。

设计/方法/途径

这项定量研究使用在线问卷从印度尼西亚城市的 429 名受访者那里获取调查数据。受访者的年龄大多在 18 至 45 岁之间，其中大多数在 18 至 22 岁之间（63.40%）。验证性因素分析和结构方程模型用于测试和验证所提出模型的规模有效性和关系。

发现

环境、功利主义和享乐主义价值观与对慢时尚产品的态度呈正相关。此外，对慢时尚产品的态度会对购买意愿产生积极影响。

实际影响

该研究提出了营销策略，通过强调功利主义、环境和享乐价值的广告来刺激购买慢时尚产品的意愿，例如使用慢时尚产品的乐趣。

原创性/价值

这项研究首次调查了环境和动机价值观（享乐主义和功利主义）与购买慢时尚产品的意愿之间的关系。研究结果通过识别引发对慢时尚产品积极态度的预设价值观，从而增加购买意愿，有助于对慢时尚的理论和实践理解。