Slow Fashion Orientation and Consumer Attitude on Purchase Intention and Will-ingness to Pay a Premium Price

The rapid growth of the global fashion industry has made it the world’s third highest contributor to waste and pollution. In recent years, the slow-fashion movement has been oriented towards sustainability issues to reduce the negative impact of fast fashion. This study aims to analyze the effect of Slow-Fashion Orientation (SFO) on Attitude, Purchase Intention, and Willingness to Pay Premium. Primary data collection was conducted through a survey of 251 respondents spread across various regions of Indonesia through purposive sampling using the Populix research panel service. The results showed that slow-fashion orientation (SFO) has a direct and significant effect on Attitude, Purchase Intention, and respondents' willingness to pay more for slow-fashion products (Willingness To Pay Premium). Attitude, directly and as a mediator, is proven to significantly influence Purchase Intention, and respondents' willingness to pay more for slow-fashion products (willingness to pay premium).