Factors impacting intention to buy fast fashion in Vietnam, an empirical study on consumers in Hanoi

Abstract

Since the early 2000s, Fast Fashion has grown exponentially and become especially popular among young people in big cities in Vietnam. This fast development is not without concerns relating to environment and business ethics. Although this topic is not new globally, it has not attracted adequate attention in Vietnam. This study hopes to contribute to the growing literature of Fast Fashion in developing countries, by identifying the factors impacting the intention to buy Fast Fashion in Vietnam. The study uses data collected from consumers in Hanoi and utilizes a structural model to analyze this data. Attitude, Environmental Concern, Peer Pressure are found to have impact on Intention to Buy Fast Fashion. In addition, Hedonic expectation and Smart Shopper self-perceptions have a positive impact on Attitude. Finally, this study does not find significant impact of Ethical Concern on Attitude factor. While this result is not expected by our proposed thesis, it might be reasonable considering the context of the study.