Key Determinants of Slow Fashion (Batik) Apparel Purchase Intention Among Malaysian Consumers: A Conceptual Paper

The fast fashion industry has caused severe environmental damage. Today, consumer awareness of sustainable consumption behaviours has risen, pathing the way for a slow fashion movement that practices socially conscious and environmentally responsible clothing manufacturing processes. By tradition, Batik production pursues slow fashion practices. However, the current production processes of modern Batik are being criticised for using fast fashion manufacturing techniques, which are environmentally damaging. Hence, it is crucial for consumers to differentiate and purchase environmentally friendly Batik apparel. Extending the Theory of Planned Behaviour, new variables (environmental knowledge and eco-labelling) are added to the original constructs (attitude, subjective norms, and perceived behavioural control) to propose an enhanced consumer purchase intention model for slow fashion (Batik) apparel amongst Malaysian consumers. This study adopts mixed methods research that combines both qualitative and quantitative approaches to answer the research question. The expected outcomes of the study are twofold: socio-environmental protection and cultural heritage preservation through sustainable consumption behaviour of eco-friendly Batik apparel. The study supports the 10-10 MySTIE and Key Economic Growth Activities 15 in Shared Prosperity Vision 2030 in promoting Batik as a form of heritage and experience-based tourism that can revitalise the local Batik industry as one of the socio-economic drivers. Besides, slow fashion movement supports the United Nations SDG 12—Responsible Consumption and Production.