Title: | Sustainability knowingness affects slow fashion behavior: The mediating role of sustainability attitude |
Author(s): | Hồ Khánh Ngọc |
Advisor(s): | Trần Mai Đông |
Keywords: | Slow Fashion Behavior; Sustainability knowingness; Sustainability attitude |
Abstract: | Slow fashion is an emerging and comprehensive sustainable trend in the fashion industry, aiming to mitigate the environmental and social impacts of fast fashion.This study first adapted Jung and Jin (2014) 1five dimensions of slow fashion practices to validate the scale as sustainable fashion behavior and used Gericke et al.’s (2019) 2Sustainability Consciousness Model to validate the current measurements of Sustainability Knowingness (SK) and Sustainability Attitude (SA). Secondly, it examined how SK and SA impact the adoption of SFB using the KAB model. The research employed a quantitative methodology, collecting data from 295 responses from people who live, work, and study in Ho Chi Minh City, Vietnam, via a Google Forms survey distributed through social media platforms from March 17, 2024, to May 23, 2024. The sample size was determined based on Hair et al. (2011)3, requiring at least five observations per measurement variable, targeting approximately 300 participants. We used SPSS 22.0 and SmartPLS 3.2.8 for data analysis; PLS-SEM was preferred due to its capacity of explaining higher levels of dependent variable variability as well as its applicability in models with many latent variables simultaneously. Research findings indicate that Sustainability Knowingness impacts both slow fashion behavior and sustainability attitude, while Sustainability Attitudes do not directly influence slow fashion behavior. Fashion industry and consumers can benefit from this study since it helps them to understand the factors that motivate the adoption of slow fashion practices while providing guidelines on how to promote sustainability in the sector. The study is valuable to all stakeholders including fashion businesses as well as customers too; it has brought up some important points about what they want in terms of products or services being delivered by these organizations and how those expectations could be met. |
Issue Date: | 2025 |
Publisher: | Đại học Kinh tế Thành phố Hồ Chí Minh |
Series/Report no.: | Giải thưởng Nhà nghiên cứu trẻ UEH 2025 |
URI: | https://digital.lib.ueh.edu.vn/handle/UEH/75051 |
Appears in Collections: | Nhà nghiên cứu trẻ UEH
|