Factors affecting consumers' green apparel purchasing decisions in Ho Chi Minh
Tran, Tran huyen Bao
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Along with life simultaneous changes, the fashion industry shows no difference by the updated trends, styles, designs as well as fabrics. Nonetheless, the concerns toward the environment have not been addressed within this industry. Thus, the ultimate objectives of this research is to define and evaluate elements affecting green apparel purchasing decisions. The study thereby attempts to understand consumers’ insight, intention, and concerns toward green consumption. As a result, this can possibly raise public awareness of the impact of green purchase on nature, from which markers or manufacturers can learn for further decision or improvement. Adapting from previous studies, some components are chosen as independent variables to put into analysis. Those variables consist of Attitude, Environmental Concerns, Perceived Value, Social Appeals, Green Products Experiences and Willingness To Pay More. Carried out in around March till April in Ho Chi Minh City, the data of 300 respondents were collected through the online and offline survey. It is indicated that most of the respondents are millennials, with the ages around 18 - 25 years old. Thereby, the result shows that consumers’ environmental concern, green product experience, social appeals as well as attitude mediated through perceived value all have an influence on their purchasing decisions of green apparels. As attaining the proposed aims, the study implies some limitations and barriers that restrict the better outcome of the research and concurrently, suggests some enhancement for further research.