Purchase intention toward sustainable fashion brand: analysis on the effect of customer awareness on sustainability on willingness to pay

Customer awareness of sustainable products has increased very rapidly during the last few years. This phenomenon encouraged international fast-fashion brands to develop a new line which is more line. paper aims examine effect customer on sustainability and willingness pay purchase intention toward fashion brands. study obtained 211 respondents with sampling method purposive criteria as follow: (1) Men women who are Indonesians, (2) enjoyed clothes-shopping at stores, also (3) aged 15 – 36 years old. Multiple regressions were used conduct hypotheses test this study. The findings stated that movement contributes positive significant towards Indonesian customers. Furthermore, found market already aware concerns environmental health.