Fast fashion is a business model focused on the rapid production of inexpensive clothing, enabling consumers to access the latest trends at low costs, but it often overlooks sustainability, resulting in significant environmental and social challenges. In countries like Indonesia, the fast fashion industry has experienced remarkable growth due to increasing consumer interest in affordable and trendy apparel.The research utilizes a quantitative approach to statistically analyze the influence of consumer attitudes on the purchase intention of fast fashion products in Indonesia, aiming to establish a direct correlation between these measurable variables.This study successfully identified the significant positive influence of attitude (X1) on purchase intention (Y) for green fashion products, based on a sample of 118 respondents. The analysis revealed a coefficient of 0.266 and a significance value of 0.015, indicating that positive consumer attitudes significantly enhance purchase intentions. These findings highlight the importance of fostering positive attitudes towards environmentally friendly products. Overall, the research provides valuable insights for marketers aiming to promote green fashion effectively.
Pakpahan et al. (2025) studied this question.