The influence of virtual social capital on sustainable clothing consumption pattern: A study on young people in Ho Chi Minh City

Abstract

It is undeniable that fast fashion is a deleterious phenomenon changing the fashion industry for the worse. By making their products stylish, affordable, and accessible, a large number of fashion enterprises have altered the traditional fashion consumption paradigm, which can result in major resource waste and ecological degradation, particularly for emerging economies. As a consequence, the study has been carried out to provide a noticeable and valuable contribution to the success of SDGs 12 and the 2030 Agenda for Sustainable Development. This research clarified the definition and manifestation of a sustainable clothing consumption model (SCCP) and Virtual Social Capital. On the basis of inheritance and development from many previous groups of authors on related topics, the data for the study was collected through a survey questionnaire of the young in Ho Chi Minh City (N=398). Afterward, the data analysis techniques are used in turn to test the reliability of the scale, exploratory factor analysis EFA, confirmatory factor analysis CFA, and linear structural model SEM. According to an analysis of the data, virtual social capital and peer influence have a considerably positive effect on BISCCP, and virtual social capital also has a positive impact on peer influence. However, the relationship between virtual social capital as well as BISCCP was negatively affected by both consumer innovativeness and face consciousness. As a result, this study had consequences for comprehending and enhancing consumers' intentions regarding purchasing eco-friendly clothes. Thus, it is essential for ecological sustainability and other associated government agencies to establish a parsimonious society, incentivizing the reuse of cloths to increase customers' passion for environmental ecological preservation. Not only does our research enhance consumer acceptance of SCCP, but it can also be especially useful to circular economy policymakers in the emerging market.