Factors Influencing Sabahan Youths’ Intention to Purchase International Fast Fashion Products

Natania Alicia Kok; Alvina Lee; Joyce Anne Janiun; Fanny Joyce Billy Jeffery; Lee Ying Qi; Renny Anak Engkayau; Chu Kam Yung; Ahmad Juliana

doi:10.51200/jaaab.7867

Authors

Natania Alicia Kok Universiti Malaysia Sabah
Alvina Lee Universiti Malaysia Sabah
Joyce Anne Janiun Universiti Malaysia Sabah
Fanny Joyce Billy Jeffery Universiti Malaysia Sabah
Lee Ying Qi Universiti Malaysia Sabah
Renny Anak Engkayau Universiti Malaysia Sabah
Chu Kam Yung Universiti Malaysia Sabah
Ahmad Juliana Universitas Borneo Tarakan

DOI:

https://doi.org/10.51200/jaaab.7867

Keywords:

Fast fashion, Purchase intention, Brand sustainability, Social factors, Product accessibility

Abstract

This study examines the factors influencing Sabahan youths’ intention to purchase international fast fashion products. Drawing upon the Theory of Planned Behaviour, the study investigates the effects of brand sustainability, social factors, and product accessibility on purchase intention. A quantitative cross-sectional design was employed and data were collected from 78 youths in Sabah using an online questionnaire. The data were analysed using Partial Least Squares Structural Equation Modelling (PLS-SEM). The findings indicate that social factors and product accessibility significantly and positively influence purchase intention, whereas brand sustainability does not significantly influence purchase intention. The findings provide important implications for international fashion retailers seeking to strengthen their presence in East Malaysia and contribute to the literature on youth consumer behaviour in emerging markets.

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