Upcycled Products in Indonesia: Factors Influencing Willingness to Pay

Parung, Christabel Annora Paramita and Viviany, Viviany (2022) Upcycled Products in Indonesia: Factors Influencing Willingness to Pay. Keluwih: Jurnal Sains dan Teknologi, 3 (2). pp. 57-69. ISSN 2721-2432 (In Press)

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Abstract

Abstract— Research on clothes waste reduction, especially upcycling suggests that solutions aimed at reducing clothing waste are effective. Based on this ground, further research of upcyling is carried out. As Indonesian millennials can be categorized as ecologically conscious consumers nowadays, it is possible that upcycling can grow more rapidly and become the solution of world-waste problem. To make that happen, further research needs to be done to increase public and fashion business owner’s awareness. This research examines the willingness to pay of upcycled products in Indonesia. The method of this research is mixed method - qualitative and quantitative method, which conducted through online surveys of 30 participants and 5 people in a forum group discussion to gain deeper information. Data was analyzed using van Westendorp’s analysis of price sensitivity. The finding of this research is that the consumers are willing to pay 3-4 times more expensive than the original garment price as the ideal price of upcycled products, the factors influencing it are meaningfulness, familiarity with sustainable products, and quality improvement of the products.

Item Type:	Article
Uncontrolled Keywords:	upcycle, willingness to pay, fashion, sustainable fashion, upcycle, fesyen, fesyen berkelanjutan, kesediaan membayar
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	Faculty of Creative Industry > Department of Fashion and Lifestyle Product Design
Depositing User:	CHRISTABEL ANNORA PARAMITA PARUNG
Date Deposited:	13 Sep 2022 08:33
Last Modified:	13 Sep 2022 08:33
URI:	http://repository.ubaya.ac.id/id/eprint/42536

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