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Exploring Motivation of Clothing Disposal Behavior in Fast Fashion: Case Study of Gen Z Customers in H&M
Zahra Hizki Aulia (2021) | Skripsi | Manajemen
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In the era of globalization, technology development helps companies to coordinate operations with integration between parts of the company through the supply chain. Therefore, through the supply chain, companies can market their products globally, so that overseas retailers can more easily enter in Indonesia, such as retailers fast fashion. Fast fashion is quick turnaround clothes that offer customers the latest trends but are sold at affordable prices. The demand for fast fashion, such as H&M in Indonesia, is quite high, which is dominated by female classified as Gen Z. However, although the demand for and purchases of fast fashion is high, there is a decrease in the use of clothing, which shows a low emotional attachment to products. Low attachment to the product leads to clothing disposal behavior. Female classified as Gen Z conducted various disposition behavior such as giving away, preloved, recycle, and throwing away of clothes. Clothing disposition behavior is caused by several factors based on different customer tendencies. The factors that encourage clothing disposition behavior are internal factors, external factors, and product attributes. These factors are continuous from external and product attributes to internal factors. So the greatest motivation for female classified as Gen Z in carrying out disposition behavior is caused by internal factors and characteristics (personality) of these customers. In determining clothing disposition behavior, it is influenced by the tendency and awareness of the environment of each customer. However, there are still many customers who do not realize that wrong disposition behavior can cause environmental pollution. Therefore, it is necessary to collaborate with various parties to increase awareness of female classified as Gen Z, so that they can carry out responsible disposition behavior and minimize the impact on the environment. Keyword: Fast Fashion, Motivation, Clothing Disposition Behavior.