The influence of consumption values on green repurchase intention toward slow fashion products in Indonesia: Extending the theory of consumption value with hedonic value

Authors

  • Sentot Basuki Prayitno Trisakti University, Jakarta, Indonesia
  • Sri Vandayuli Riorini Trisakti University, Jakarta, Indonesia
  • Ayu Ekasari Trisakti University, Jakarta, Indonesia

Keywords:

Consumption Value, Functional Value, Social Value, Emotional Value, Epistemic Value, Hedonic Value, Green Repurchase Intention, Slow Fashion

Abstract

The fashion industry is increasingly criticized for its negative environmental impacts, leading to growing interest in sustainable alternatives such as slow fashion. Despite increasing environmental awareness, consumer willingness to repurchase slow fashion products remains relatively low, particularly in developing countries. This study aims to examine the influence of Consumption Value dimensions on Green Repurchase Intention among Indonesian slow fashion consumers. Drawing upon the Theory of Consumption Value, the study investigates the effects of functional value, social value, emotional value, epistemic value, conditional value, and hedonic value on green repurchase intention. A quantitative approach was employed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings indicate that functional value (β = 0.156, p = 0.024), social value (β = 0.122, p = 0.014), and epistemic value (β = 0.280, p < 0.001) have significant positive effects on green repurchase intention. Epistemic value emerged as the strongest predictor, highlighting the importance of consumer curiosity, knowledge acquisition, and learning experiences regarding sustainable fashion. Conversely, emotional value demonstrated a significant negative effect (β = -0.134, p = 0.006), while conditional value (β = -0.016, p = 0.778) and hedonic value (β = 0.023, p = 0.725) were found to have no significant influence. These findings extend the Theory of Consumption Value within the slow fashion context and provide practical insights for marketers seeking to strengthen consumer loyalty through product quality, social identity, and sustainability education.

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Published

2026-06-10

How to Cite

Prayitno, S. B., Riorini, S. V., & Ekasari, A. (2026). The influence of consumption values on green repurchase intention toward slow fashion products in Indonesia: Extending the theory of consumption value with hedonic value. International Journal of Economic Perspectives, 20(6), 592–604. Retrieved from https://ijeponline.lingcure.org/index.php/journal/article/view/1335

Issue

Vol. 20 No. 6 (2026)

Section

Peer Review Articles
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Copyright (c) 2026 Sentot Basuki Prayitno, Sri Vandayuli Riorini, Ayu Ekasari

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