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The Inertia Trap: Explaining the Attitude-Intention Gap in Young Indonesian Consumers’ Switch to Sustainable Fashion

Author

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  • Andika, Andika

  • Harisa Putri, Wika

  • Nur Anisah, Tiara

Abstract

This study examines the determinants of young Indonesian consumers’ intention to switch (ITS) from fast fashion to more sustainable alternatives. Integrating the theory of reasoned action (TRA) with status quo bias (SQB), it explores how social media influence and perceived product durability shape pro-environmental attitudes, and how perceived inertia moderates the attitude–intention relationship. A quantitative survey of 306 Gen Z and millennial consumers was analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that social media exposure and perceptions of durability significantly strengthen pro-environmental attitudes, enhancing ITS. However, perceived inertia acts as a psychological constraint, weakening the effect of positive attitudes. By bridging motivational and constraint-based perspectives, this study extends TRA by including SQB, offering nuanced insights into the persistent attitude–intention gap in sustainable consumption and the behavioral dynamics of digitally engaged youth in emerging markets.

Suggested Citation

  • Andika, Andika & Harisa Putri, Wika & Nur Anisah, Tiara, 2026. "The Inertia Trap: Explaining the Attitude-Intention Gap in Young Indonesian Consumers’ Switch to Sustainable Fashion," Revista Galega de Economía, University of Santiago de Compostela. Faculty of Economics and Business., vol. 35(1), pages 1-30.
    • Handle: RePEc:sdo:regaec:v:35:y:2026:i:1_4
    DOI: 10.15304/rge.35.1.10996
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    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • Q56 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Environmental Economics - - - Environment and Development; Environment and Trade; Sustainability; Environmental Accounts and Accounting; Environmental Equity; Population Growth
    • L67 - Industrial Organization - - Industry Studies: Manufacturing - - - Other Consumer Nondurables: Clothing, Textiles, Shoes, and Leather Goods; Household Goods; Sports Equipment

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