Factors Influencing the Purchase Behaviour of Sustainable Fashion among Millennial Consumers in Kuala Lumpur

Abstract

The study aimed to determine the factors that influenced millennial consumers toward purchase sustainable products in the fashion industry especially in fast fashion firms in Kuala Lumpur, Malaysia. A quantitative research approach was used in this study to collect numerical data to explain a specific occurrence. Furthermore, this study was considered as cross-sectional study and conducted between May to July 2018. A survey research strategy was conducted through the questionnaires. The questionnaires were distributed online through the internet such as social media and online fashion communities and distributed physically throughout the university premises (UCSI University). The target population were millennial consumers of fashion clothing in Kuala Lumpur, Malaysia, who were born between years 1980 to 2000. The millennial consumers age ranged between 18 years old and 38 years old. The sample sizes were 384 respondents and selected by probability sampling method. Primary data was collected through self-administered questionnaires and distributed personally to targeted respondents through internet. In this study, the secondary data was gathered from printed and online articles and journals from online databases. The data was accumulated and analysed with SPSS program. The study had showed significant relationships between the variables such that green purchase behaviour was correlated with environmental concern, green purchase behaviour was correlated with subjective norms and finally green purchase behaviour was correlated with price-sensitivity.