FACTORS INFLUENCING YOUNG CONSUMERS’ PURCHASE INTENTION TOWARD SUSTAINABLE FASHION IN HO CHI MINH CITY
DOI:
https://doi.org/10.62985/j.huit_ojs.vol26.no3E.646Keywords:
Sustainable fashion, purchase intention, young consumers, circular economy, environmental concern, consumer behavior.Abstract
This study examines the factors influencing young consumers’ purchase intention toward sustainable fashion in Ho Chi Minh City. Drawing on the Theory of Planned Behavior (TPB) and the Value–Belief–Norm (VBN) theory, the research investigates the effects of attitude, subjective norms, perceived behavioral control, environmental concern, and product quality. A quantitative approach was employed, with data collected from 294 respondents aged 18-30 using structured questionnaires. The data were analyzed using Cronbach’s Alpha, Exploratory Factor Analysis (EFA), and multiple regression analysis. The results indicate that all proposed factors significantly and positively influence purchase intention, with perceived behavioral control having the strongest effect, followed by product quality and subjective norms. The findings contribute to the literature on sustainable consumption in emerging markets and provide practical implications for businesses seeking to promote sustainable fashion adoption among young consumers.
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