| dc.description.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. | en_US |
