Circular fashion the role of disclosing the history of secondhand clothing on value-risk perception and usage intention different generations in Ho Chi Minh City

Abstract

With the topic “Circular fashion: The role of disclosing the history of secondhand clothing on value-risk perception and usage intention of consumers of different generations in the context of Ho Chi Minh City”. This research investigates the influence of disclosing the history of secondhand clothing on consumers' perceptions of value, risk, and usage intentions in the context of circular fashion, with a focus on Ho Chi Minh City, Vietnam. Through a comprehensive examination of various hypotheses, this study sheds light on the relationships between Product history, Hedonic, Social, and Economic Benefits, Sanitary Risks, Environmental Benefits, and Generational Cohorts' effects on consumers' attitudes and intentions toward circular fashion products. We built up a research framework based on Theory of Reasoned Action (TRA), Consumer Perceived Value (CPV), Generational Cohort Theory; data from secondary sources and quantitative research results. SMART PLS4 is assistance software that was used during our process of synthesis and data analysis. The study's findings suggest that disclosing product history significantly enhances consumers' perceptions of various benefits associated with secondhand clothing. Moreover, generational cohorts play a significant role in shaping consumer attitudes towards circular fashion products. Overall, these findings emphasize the need for tailored marketing approaches and the incorporation of sustainability messaging to enhance consumer acceptance and intention to use circular fashion products. These findings provide valuable insights for businesses and pursue aiming to promote circular fashion practices in Ho Chi Minh City and beyond. By understanding the nuanced influences of product history, value perceptions, and generational cohorts, stakeholders can develop targeted strategies to encourage sustainable consumption behaviors and foster a culture of circularity in the fashion industry.