Assessment of producer’s perspective on the production of environmentally friendly fashion products: a case study in Indonesian natural dyes batik craftsmen

Batik is well known as an intangible cultural heritage. In Indonesia, batik is produced in several areas, with its own characteristics. The batik production process goes through several stages, in which overall processes require the aid of chemicals. Conventionally, the batik production process results in environmental pollution due to direct waste disposal without any significant processing. Along with the increase in public awareness of environmental protection, the batik dyeing process currently backs to natural dyes. The study was conducted to examine the production intention of natural dyes batik. A total of 209 producers of natural dyed batik became respondents in this study. Data collection was carried out directly through filling out paper-based questionnaires as well as using online forms. The findings of this study revealed that producers’ attitude and satisfaction gave significant positive influences on the production intention of natural dyes batik products. Moreover, the findings exhibited the significant effects of social value, quality value, and green value on the attitude and satisfaction of the producer. Attitude was also determined by economic value, but satisfaction was insignificantly affected by economic value. Production intention was strongly predicted by satisfaction and also determined by attitude. The results of this study support in enhancing the concept of natural dyes batik production, which also provide an important role toward sustainable production.