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"Penelitian ini bertujuan untuk mengetahui pengaruh informasi dan pro-environmental attitude terhadap willingness to pay generasi milenial terhadap produk sustainable fashion. Data dikumpulkan melalui kuesioner online kepada generasi milenial yang berdomisili di Jabodetabek, Bandung, Surabaya, Medan, dan Makassar. Peneliti menggunakan model regresi berganda untuk menganalisis pengaruh informasi dan pro-environmental attitude terhadap willingness to pay generasi milenial terhadap produk sustainable fashion. Hasil dari penelitian ini menyatakan bahwa informasi dan pro-environmental attitude memiliki pengaruh signifikan positif terhadap willingness to pay generasi milenial terhadap produk sustainable fashion. Hasil penelitian ini dapat dijadikan referensi untuk pelaku bisnis fashion agar dapat lebih transparan dalam menjalankan proses produksinya.

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This study aims to determine the effect of information and pro-environmental attitudes on the millennial generation's willingness to pay for sustainable fashion products. Data was collected through an online questionnaire to millennials domiciled in Greater Jakarta, Bandung, Surabaya, Medan, and Makassar. Researchers use multiple regression models to analyze the causal effect of information and pro-environmental attitude on the willingness to pay millennial generation on sustainable fashion products. The results of this study state that information and pro-environmental attitude have a significant positive effect on millennial generations' willingness to pay for sustainable fashion products. The results of this study can be used as a reference for fashion businesses to be more transparent in carrying out their production processes."

"Penelitian ini merupakan adaptasi dari penelitian yang sebelumnya pernah dilakukan di Pakistan. Penelitian ini bertujuan untuk mengetahui faktor-faktor yang memengaruhi konsumen terhadap konsumsi fashion yang berkelanjutan. Data dikumpulkan melalui self-administrated questionnaire kepada responden yang berdomisili di DKI Jakarta, Surabaya, Medan, Bandung, dan Makassar yang pernah berbelanja di fashion store di pusat perbelanjaan modern (mall). Peneliti menggunakan Structural Equation Modelling (SEM) untuk menganalisis pengaruh dari nilai belanja hedonis dan utilitarian, fashion involvement, pro-environmental attitude, dan religuisitas terhadap konsumsi fashion yang berkelanjutan. Hasil dari penelitian ini adalah hanya nilai belanja utilitarian, pro-environmental attitude, dan religiusitas intrapersonal yang memengaruhi konsumsi fashion yang berkelanjutan. Sedangkan, religiusitas hanya meningkatkan pengaruh positif dari fashion involvement dan pro-environmental attitude terhadap konsumsi fashion yang berkelanjutan. Hasil penelitian ini dapat dijadikan referensi untuk pelaku bisnis fashion agar dapat memprioritaskan aspek keberlanjutan dalam proses produksinya.

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This study is adopted from previous study was conducted in Pakistan. This study aims to determine factors those affect consumer to sustainable fashion consumption. Data was collected from self-administrated questionnaire within DKI Jakarta, Surabaya, Medan, Bandung, and Makassar who had bought at a fashion store in a modern shopping center (mall).

This research using a Structural Equation Modelling (SEM) to analyze the effect of hedonic and utilitarian shopping value, fashion involvement, pro-environmental attitude and religiosity on sustainable fashion consumption.

The results of this study that only the utilitarian shopping value, pro-environmental attitude, and religiosity that affect sustainable fashion consumption. However, religiosity is only a positive increase from the fashion involvement and a pro-environmental attitude towards sustainable fashion consumption. The results of this study can be used as a reference for business clothing in order to prioritize sustainability aspects in the production process."