Bridge The Gap Between Vietnamese Young Consumers’ Purchase Intention And Actual Buying Behavior For Sustainable Fashion

Abstract

This study investigates the variables that determine the likelihood of Vietnamese consumers buying sustainable apparel items, as well as the obstacles that prevent this intention from translating into actual purchasing behavior. This research is carried out within the framework of the fast fashion sector’s harmful environmental and social impacts, together with the increasing worldwide concern for sustainable fashion. Although Vietnamese consumers have shown increased knowledge in sustainability, there is still a noticeable gap between their expressed intentions to buy sustainable apparel and their actual purchasing behavior. This thesis aim to address this gap by analyzing the elements that affect purchase intention and identifying the obstacles that hinder the translation of intention into action. A comprehensive framework of the TPB was developed to examine the connections between sustainability concern, perceived risks (aesthetic and economic), and other variables. A total of 256 young Vietnamese customers participated in an online survey to gather data. The results suggest that the desire to purchase has a considerable effect on the actual behavior of buying. Attitudes towards sustainable fashion, subjective standards, and concerns about sustainability have a beneficial impact on purchase intention, whereas perceived behavioral control does not have a significant impact. The link between purchase intention and actual buying behavior is negatively influenced by perceived economic risk, but perceived aesthetic risk does not have a significant moderating impact. These findings provide useful information for fashion manufacturers, retailers, and governments that aim to encourage sustainable fashion consumption among young Vietnamese consumer.