Influencing factors of purchasing green fashion among Gen Z in Vietnam

Abstract

The fashion industry, known for its pollution and waste, is facing scrutiny from environmentally conscious consumers, including Gen Z. The growing demand for sustainable and ethically produced clothing worldwide, including Vietnam has led to a transformation in the industry, resulting in "Green Fashion'', which involves sustainable practices like eco-friendly materials, waste reduction, ethical labor, and fair trade. This shift aims to minimize the negative impact of the fashion industry on the environment and society. However, there is limited research about the green fashion purchase behavior of Vietnamese Gen Z. This research explores how green fashion purchase behavior among Vietnamese Gen Z is influenced by attitude, the way they perceive social pressure, and the assessment of their personal experiences, anticipated obstacles, and available resources such as opportunity, time, finance, and expertise. The research adopts the extended model of the Theory of Planned Behavior (TPB) as the theoretical framework. After conducting an online survey through Google Forms among 309 Gen Z respondents, Covariance-Based Structural Equation Modeling (CB-SEM) is applied to perform analysis. The findings in the original model indicate that attitude and perceived behavioral control have positive and significant impacts on green fashion purchase intention, while subjective norms are insignificant. In the extended model, behavioral beliefs, normative beliefs, and control beliefs positively and significantly affect attitude, subjective norms and perceived behavioral control respectively. The research also offers theoretical and practical contributions for green fashion marketers, policymakers, and educators to enhance green fashion consumption among Gen Z consumers in Vietnam, as well as limitations and recommendations for future research