Determining Barriers Factors That Affecting Indonesian Young Customer Purchase Intention of Sustainable Fashion

This research aims to generate the correlation between several barrier factors: product design barrier, knowledge barrier, cost barrier, and supply source barrier towards Gen-Y customer purchase intention of sustainable fashion in Indonesia. This research is using the theory that stated barrier factors are directly influencing customer purchase intention. A total of 226 respondents all across Indonesia are selected through the non-probability purposive sampling technique. This study's instrument uses questionnaires that have been adjusted in terms of language and evaluated by using validity and reliability testing. The data output from data collection is analyzed with the multiple linear regression techniques. The findings indicate a significant influence between product design barriers, knowledge barriers, cost barriers, and supply source barriers simultaneously towards purchase intention of sustainable fashion among Indonesian Gen-Y. When assessed partially, product design barriers negatively influence purchase intention, and the result is significant. It means that the product design barrier is not a barrier that hinders the purchase intention of sustainable fashion. The knowledge barrier and cost barrier also negatively influence purchase intention of sustainable fashion, but the result is not significant. The supply source barrier has a positive influence on the purchase intention of sustainable fashion. It means there is an actual barrier that hinders the purchase intention of sustainable fashion. This study suggested that business owners make sustainable fashion more accessible on every platform, offline and online, to decrease the supply source barrier