| dc.description.abstract | The fashion industry significantly contributes to global pollution, making the
circular economy a crucial concern. Many consumers embrace a more sustainable
lifestyle, reflected in their purchasing behavior and preferences. This research aims to
define and evaluate the factors influencing consumers' intentions to purchase sustainable
apparel. By doing so, it seeks to increase public awareness regarding the environmental
impact of eco-friendly purchases, providing valuable insights for marketers and
manufacturers to make informed decisions and improvements in the future.
Data from approximately 300 Ho Chi Minh City respondents was collected
through an online survey from April to May. Most of the respondents belonged to the Gen
Z demographic, ranging from 11 to 26 years old. The study found that environmental
awareness, consciousness, perceived value, and altruism played significant roles in
predicting consumers' intentions to purchase sustainable apparel. Understanding
consumers' purchasing intentions in sustainability is of utmost importance for academia
and the industry within a circular economy. In addition, it emphasizes the need for the
fashion industry to prioritize promoting sustainable and environmentally friendly apparel
products. | en_US |
