Green minds or tight budgets? unraveling the true motivations behind Vietnamese Gen Z’s second-hand clothing choices

Abstract

Purpose: The fast fashion industry has exacerbated environmental degradation and resource depletion, necessitating a paradigm shift toward sustainable fashion practices to foster ecological sustainability. While second-hand clothes serves as a viable mechanism for mitigating textile waste and prolonging product lifecycles, consumer engagement with this sector remains limited. This study seeks to examine whether Generation Z consumers in Vietnam prioritize economic benefits or environmental Concerns when purchasing second-hand apparel. A total of eleven hypotheses have been rigorously formulated from the extant literature to construct an analytical framework underpinned by the SOR model, TPB, and NAT theory. Design/Methodology/Approach: Utilizing a convenience sampling approach, this study collected data through a combination of online surveys via Google Forms and offline distribution of questionnaires to the target respondents. The final sample comprised 320 valid responses, assessed using a seven-point Likert scale to measure factors influencing purchase intention. For data analysis, the study employed Partial Least Squares (PLS), Importance-Performance Map Analysis (IPMA), and One-Way ANOVA, facilitated by SPSS 25.0 and SmartPLS 4.0. Findings: The research findings indicate that price exerts a significant influence on attitude and Perception of Behavioral Control, whereas Environmental Concerns strongly impact personal norms, subjective norms, and attitude. Subsequently, Generation Z consumers' purchase intention is shaped by all four mediating variables: attitude, subjective norms, Perception of Behavioral Control, and personal norms. Moreover, the study highlights that Environmental Concerns exert a stronger direct effect on purchase intention compared to price. Practical implications: The findings offer valuable insights and serve as a reference for fashion industry practitioners seeking to refine their strategic approaches