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

Andika Andika (), Wika Harisa Putri () and Tiara Nur Anisah ()

Revista Galega de Economía, 2026, vol. 35, issue 1, 1-30

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.

Keywords: Sustainable fashion; Intention to switch; Pro-environmental attitude; Perceived inertia; Social media influence (search for similar items in EconPapers)
JEL-codes: D12 L67 M31 Q56 (search for similar items in EconPapers)
Date: 2026
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