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Final Project -Devia Rizky.pdf
PUBLIC Jufrizal Effendi, S.Sos

The fashion industry today is one of constant and unceasing change. It is a segment of materialism, characterised by fast-paced and outsourced production, cost pressed profit structures, and never ending designs and trends. This framework that unremittingly stimulate new consumer wants have created a landscape of overconsumption. As an alternative to fast fashion concept, slow fashion has emerged as opposed to fast fashion to improve sustainability in the fashion industry. Based on the customer value creation framework, this study empirically examined structural models that can improve customer purchase intentions by determining the attributes that contribute to creating perceived customer value in Indonesia. Further analysis also proved that each slow fashion attribute gives a different effect on customer value. This research provides potential strategy for Indonesia slow fashion business on creating a sustainable business model, thereby continuing to improve environmental and social sustainability as well as increasing attributes that influence consumers to buy the products.