Barriers in Purchasing Organic Clothing Product Among Z Generation Women in Indonesia

  • Aisha Nur Shafira Putri School of Business and Management, Bandung Institute of Technology, Indonesia
  • Shimaditya Nuraeni School of Business and Management , Bandung Institute of Technology, Indonesia
Keywords: barriers, innovation resistance theory, organic, organic clothing product, purchase intention


Nowadays, organic product demand seems to arise and many people start to change their lifestyle to using organic products. Ranging from organic food, organic personal care, organic crafts to organic fashion. There are various kinds of fashion products and one of them is organic clothing products. Organic clothes are clothes that mainly use organic fabrics that are made of natural fibers using natural materials. However, in Indonesia, it seems like there are still people who do not use this organic clothing product because of the skepticism or they do not have adequate knowledge about organic clothing products. It indicates that some barriers occur to consumers, so they haven't used organic clothing. Within this study, the researchers tried to analyze the barriers to purchasing organic clothing products among 166 women in the gen-z in Jabodetabek and Bandung with the use of Innovation Resistance Theory (IRT). The research was conducted using questionnaires and analyzed using Multiple Linear regression with SPSS Software. The results indicate that risk barrier and tradition barrier have positively and significantly affected organic clothing products purchase intention. These findings may be useful in developing business strategies for organic clothing SMEs in Indonesia, with a focus on the indicator aspect of risk barriers and traditional barriers.

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How to Cite
Shafira Putri, A. N. and Nuraeni, S. (2021) “Barriers in Purchasing Organic Clothing Product Among Z Generation Women in Indonesia”, Malaysian Journal of Social Sciences and Humanities (MJSSH), 6(9), pp. 579 - 589. doi: