| dc.description.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. | en_US |
