Understanding Indonesian College Students' View on Slow Fashion: “It is Good, But I am Not Paying for It”

Ramahda Nur Alika; Atik Aprianingsih

doi:10.55927/fjst.v5i7.117

Authors

Ramahda Nur Alika Institut Teknologi Bandung, School of Business and Management
Atik Aprianingsih Institut Teknologi Bandung, School of Business and Management

DOI:

https://doi.org/10.55927/fjst.v5i7.117

Keywords:

Slow Fashion, Attitude-Behavior Gap, Soft Systems Methodology (SSM), Sustainable Consumption, Service Ecosystem.

Abstract

Fast fashion is driving the global fashion industry and contributing greatly to environmental degradation through greenhouse gas emissions and textile waste. The positive attitude of Indonesian Generation Z consumers, particularly college students, towards sustainability does not always match their consumption of sustainable fashion, creating an attitude-behavior gap. The existing studies have mainly concentrated on the psychological barriers of the individual and neglected the wider interaction between stakeholders that affect consumption behaviour. This research aims to fill the gap by applying Soft Systems Methodology (SSM) in studying the complex fashion service ecosystem in Indonesia. The study developed a Rich Picture to identify systemic issues, a CATWOE-based root definition to clarify transformation goals and a Conceptual Model to guide coordinated interventions through participatory workshops with students, fashion brands, policymakers, educators and social media influencers. The results show that structural barriers, such as high product prices, weak policy enforcement, and conflicting social norms, reinforce the attitude–behavior gap by reducing perceived behavioural control and encouraging the continuation of fast-fashion consumption. Theoretically, the study contributes by integrating the Theory of Planned Behaviour and Service-Dominant Logic within a systems perspective. It recommends interventions such as multi-stakeholder governance, sustainability education and co-creation platforms to improve accessibility, strengthen stakeholder alignment and promote consumption of sustainable fashion in Indonesia and emerging markets

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