THE REASSESSMENT OF THEORY OF PLANNED BEHAVIOR IN CONTEXT OF FAST FASHION AND MILLENNIALS IN INDONESIA

Abstract

Fast Fashion is defined as an interpretation of the high end fashion brand design into low cost products, produced in small amount and spread by mass-market retailers along with short lead times.Some studies point out that millennial generation love anything fast including fast fashion. The purpose of this study is to analyze and measure how the theory of planned behavior (TPB) influences the purchase intentions of millennial generation towards fast fashion industry in Indonesia. The study used the case of one of the fast fashion brand H&M to evaluate TPB. A sample from 384 respondents aged between 16 until 30 years old selected randomly from Jakarta for the survey. It was hypothesized that attitude, subjective norms and behavioral control would have positive impact on the purchase intentions. The infential analysis done using SPSS indicated a strong support for TPB.