Understanding The Factors Influencing Eco-Fashion Purchase Intention And Willingness To Pay With Mediating Roles EWOM: A Case Of Uniqlo Vietnam

Abstract

This thesis studies the determinants of eco-fashion purchase intention, including social influence, environmental concerns, and altruism. Moreover, the thesis investigates resulting behaviors, such as electronic word-of-mouth (eWOM) and willingness to pay a price premium, enhancing the understanding of marketing intelligence in the context of the Vietnamese market with the case of Uniqlo, a Japanese fashion brand that dedicates itself to sustainability. To gather data, the author conducted a quantitative survey on consumers who have purchased environmentally friendly clothing. The proposed hypotheses are tested with the structural equation modeling technique in SmartPLS3. Social influence, environmental concerns, and altruism were found to be significant drivers of eco-fashion purchase intention. Furthermore, eco-fashion purchase intention significantly influenced consumers’ behavioral consequences, including eWOM as well as the willingness to pay a price premium. Practically, evidence from this research aids marketing professionals in segmenting target consumers thanks to data on what consumers need and want in a sociocultural setting, being vital to understanding consumers thoroughly. Moreover, the results contribute to the better formulation of marketing campaigns.