Transformation of consumer behavior in the circular economy: The case of Vietnam’s fashion

Abstract

Fashion and textile industry is faced with environmental challenges, which drive the circular economy movement. Consumers are increasingly concerned about sustainability, which influences consumption patterns. Determinants of consumers' behavior change in circular fashion are analyzed in this paper, such as awareness, social norms, digitalization, barriers to transition, and attitude towards the paradigm. A qualitative research through focus group discussions (among 10 fashion consumers of both sexes, age groups, and income levels with consumption experience of both domestic and foreign ready-to-wear fashion brands in the Vietnamese market) was employed to develop and validate the research model and measurement scales. A quantitative research through 332 survey samples was validated through SPSS 20 and SmartPLS 3.0. The results indicate that circular fashion consciousness has a positive effect on purchase intention, but transition barriers create hurdles. Social norms significantly influence consumers' choices but do not moderate purchase intention through the level of digitalization. The research, based on these results, provides managerial implications for improving the circular economy model for the fashion industry in Vietnam, which is valuable to industry businesses