Strategic Design to Increase Consumer Purchase Intentions for Sustainable Fashion Products Using Theory of Planned Behavior

The fashion industry has seen a rise in interest in sustainable fashion, despite criticism for its negative impact on the environment, economy, and society. Shoes are a popular sustainable fashion product, but public opinion is often influenced by high prices. This study investigates the factors that affect purchase intentions for sustainable fashion shoes in Indonesia, using the Theory of Planned Behavior framework and Covariance-Based Structural Equation Modeling. The aim is to identify factors that influence consumer purchase intentions for sustainable fashion shoes from a local shoe business and provide strategy recommendations for increasing purchase intentions among Indonesian consumers. This study proposes 14 strategy recommendations, prioritizing three using the strategy-to-mission matrix and Ansoff matrix.