Publication:
Determinants Influencing Consumers Purchasing Intention for Sustainable Fashion: Evidence from Ho Chi Minh City
Determinants Influencing Consumers Purchasing Intention for Sustainable Fashion: Evidence from Ho Chi Minh City
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Date
2020
Authors
Thuy Thi Hai HO
Trinh Ngoc Phuong VU
Hieu Minh VU
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Abstract
This paper investigates factors impacting on sustainable fashion buying intention of consumers by reviewing studies about the topic and
conducting a survey with consumers in Ho Chi Minh City. In detail, firstly, an interview with 15 respondents was conducted to check the
understanding of concepts and questions and, secondly, the study used the convenient sampling method, with 172 samples collected and
analyzed, of which young respondents accounted for the majority of the sample. The respondents tend to go shopping many times in a year,
with the number of people buying fashion products from every week to every two months accounting for 65.2% totally. The findings suggest
that the firms should prioritize strategies that can improve customer attitude toward sustainable fashion, making them feel good, pleasant,
satisfied and favorable when engaging in sustainable fashion consumption. This study concludes that consumers need more information to
enable them to make better ethical decisions. This study proposes that the major channels that consumers use to seek sustainable product
information include public education, peer influence, and corporate marketing information about the products. This study concludes that
public education and corporate marketing information on green consumption education is effective for improving consumer sustainable
buying intention.
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Keywords
Buying Intention,
Sustainable Development,
Sustainable Fashion,
Ho Chi Minh City,
Vietnam