Purchase Intention Of Genz In Vietnam Towards Sustainable Fashion

Abstract

This study addresses the notable gap in research on sustainable fashion, specifically focusing on the marketing-behavior aspect, within the context of Vietnam. With a dearth of literature on this subject, the research aims to contribute to the existing body of knowledge by providing a comprehensive understanding of the purchase intention of Vietnamese Generation Z (Gen Z) towards sustainable fashion. Utilizing a quantitative research method, the study involves a sample size of 300 Gen Z individuals born between 1997 and 2003 in Vietnam. The primary objectives are to confirm the impact of Theory of Planned Behavior (TPB) antecedents and environmental knowledge on the purchase intention of Vietnamese Gen Z towards sustainable fashion. Additionally, the research explores the influence of environmental knowledge and environmental consciousness on attitudes towards sustainable fashion. By bridging this research gap, the study not only enhances our understanding of the factors influencing the purchase decisions of Vietnamese Gen Z in the realm of sustainable fashion but also seeks to provide strategic insights for marketers, retailers, and fashion brand owners. The findings are anticipated to inform the development of effective marketing strategies, fostering a more sustainable and conscientious fashion industry in Vietnam.