Analyzing consumer behavior and interventions to reduce fashion waste based on the comprehensive action determine model

Abstract

This study investigates consumer behaviour regarding fashion products, specifically within the context of frugal living, to promote environmental sustainability and substantially reduce fashion waste. Using the Comprehensive Action Decision Making Model (CADM) based on Inference Theory, the research employs rigorous statistical analyses, including repeated measures ANOVA, the Scheffé test, and Pearson correlation. We systematically assessed three intervention strategies: basic environmental knowledge, cost considerations, and benchmarking information. The results indicated that the mean scores for the first intervention were statistically similar to those of the second intervention. However, the difference between the second and the third intervention was significantly notable, with the third strategy yielding a lower mean score. Moreover, the repeated measures ANOVA revealed substantial differences among the three interventions, strongly supporting our hypothesis with relevant p-values. Ultimately, this study convincingly demonstrated that the third intervention, which focused on benchmarking information, was the most effective in influencing consumers’ behaviour towards sustainable fashion choices. This also highlights the nudge strategy of fashion waste reduction promotion is significant for the Indonesia people.