Indonesians’ awareness towards the-eight criteria of sustainable fashion
List of Authors
  • Eristia Lidia Paramita1 , Illona Janice Madisia

Keyword
  • Sustainability, Sustainable Fashion, Sustainability Awareness, Consumer Awareness

Abstract
  • The existence of sustainability has changed businesses running their business. The implementation of this new concept has tremendously affected businesses in many industries, including the fashion industry. Many big fashion companies are applying the concept of sustainability to their production process. It is intended to create accountability for the environment and people. Fashion as the second largest contributor to wastewater in the world has started to use more sustainable and safer raw materials for its production process. As the growth of sustainable production increases, the responsibility of companies in acquaints to customers also increases. Without the understanding of a new concept of sustainability in the market, customers are unable in understanding the purpose of the sustainable product. Thus, this study examined the awareness of sustainable fashion by using the eight criteria of sustainable fashion, namely: Recycling, Organic, Vintage, Vegan, Artisan, Locally Made, Custom, and Fairtrade Certified. The result of the survey showed that among 115 Indonesian people aged between 15-50 years old, the level of awareness is dominated by females aged between 36-50 and males aged between 26-35. By using the descriptive analysis to compare different variables, the average awareness of people with master’s degree educational background also showed a significant role. The proposed study implies the variety of Indonesian people’s awareness towards sustainable fashion that might become a market overview for sustainable fashion businesses.

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