Factors Affecting The Purchasing Intention and Willingness to Pay for Slow Fashion of Generation Z in Bangkok
Keywords:
Slow Fashion, Environmental Attitude, Product Quality, Purchase Intention, Willingness to PayAbstract
This research aimed to study the influence of factors affecting purchasing intention behavior and consumer willingness to pay on slow fashion products. In which the factors of lifestyle will be studied Environmental attitude factor Factors of conformity according to reference groups. And product quality factors That is the default variable. this study used an online questionnaire as a tool to collect data from a sample group, Generation Z. The data were analyzed by descriptive statistics, percentage, mean, standard deviation. Pearson correlation coefficient and multiple linear regression analysis
The results of the study found that lifestyle factors, environmental attitudes, subjective factors and product quality factors positively influenced the purchase intent and willingness to pay for the slow fashion of the Generation Z in Bangkok; The factors that most positively influenced purchase intent and willingness to pay for slow fashion products were lifestyle factors. And being willing to pay 61.4 percent
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