Determinants impacting young consumers purchasing behavioral intention on sustainable fashion: exploration in Ho Chi Minh City

Abstract

Through a survey of 200 young customers in Ho Chi Minh City, this study explores the variables that affect consumer behavioral intention in purchasing sustainable fashion. We examine how consumer environmental concern, product perceived value, personal norm, social norm and attitude affect consumers' purchase intentions. Our findings demonstrate that, most of the variables have a positive impact on sustainable fashion purchase intention. Furthermore, social norms also have a positively effect on purchase intention, this finding is relatively new in research on sustainable fashion purchasing intention as well as for the Vietnamese market. Sociodemographic traits of customers do not have a significant impact on their green purchasing decisions.