Abstract
Nowadays, organic product demand seems to arise and many people start to change their lifestyle to using organic products. Ranging from organic food, organic personal care, organic crafts to organic fashion. There are various kinds of fashion products and one of them is organic clothing products. Organic clothes are clothes that mainly use organic fabrics that are made of natural fibers using natural materials. However, in Indonesia, it seems like there are still people who do not use this organic clothing product because of the skepticism or they do not have adequate knowledge about organic clothing products. It indicates that some barriers occur to consumers, so they haven't used organic clothing. Within this study, the researchers tried to analyze the barriers to purchasing organic clothing products among 166 women in the gen-z in Jabodetabek and Bandung with the use of Innovation Resistance Theory (IRT). The research was conducted using questionnaires and analyzed using Multiple Linear regression with SPSS Software. The results indicate that risk barrier and tradition barrier have positively and significantly affected organic clothing products purchase intention. These findings may be useful in developing business strategies for organic clothing SMEs in Indonesia, with a focus on the indicator aspect of risk barriers and traditional barriers.
Highlights
Nowadays, organic product demand seems to arise and many people start to change their lifestyle to using organic products
This study’s population is Indonesian women in the Z generation focused on the ones living in Jabodetabek and Bandung as a metropolitan city that has a tendency to know about organic products but rarely using organic clothing products
Value is greater than 0.05 and the T-value score is 1.026 < Ttable. It means that the usage barrier does not significantly influence the barrier of organic clothing product purchase intention
Summary
Organic product demand seems to arise and many people start to change their lifestyle to using organic products. People have started to be interested in modifying their lifestyle to use organic products, due to public awareness of the risks of synthetic materials, which are bad for health and have a detrimental effect on the environment (Thompson, 2005). Ranging from organic food, organic personal care, organic crafts to organic fashion. Talking about fashion, it was one of the biggest market industries, and the market itself can be valued at around 406 billion dollars and contribute 2 percent to the world’s Gross Domestic Product (Fashionunited, 2017). As a result of this high demand, issues in the fashion industry occur, such as the problem of waste from www.msocialsciences.com
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