Track: Sustainability

Abstract

Due to globalization and the fast upkeep with fashion trends, the number of imported cheap textile products and fast fashion products are increasing in developing countries especially in Indonesia. This can suppress the development of local industries that are oriented towards green products. Lately, many Indonesian fashion industries are starting to apply sustainable concepts and some of them are in the batik sector. Natural dyed batik production process goes through several stages, in which overall need a long coloring process and expensive costs. This what makes natural dyed batik is relatively more expensive than the synthetic dyed batik as well as other types of fashion. The issue of consumers' willingness to pay for environmentally friendly products has begun to be widely discussed in research, especially in relation to the existence of eco-friendly fashion industries. This research primarily aims to identify the factors that influence consumers to buy environmentally friendly products. The method used is a review of literature studies related to the context of eco-friendly textile products. The findings of this study revealed that there are six factors that influence consumers' willingness to pay for natural dyed batik products, such as value orientation, cognitive knowledge, aesthetics, demographics, attitude towards green products, and green purchase intention.