The Impact of SDG 12-Driven Corporate Practices on Fashion Consumers' Purchase Behavior: Vietnam Experimental Study

Abstract

Sustainable Development Goal (SDG) 12, which is focused on ensuring sustainable consumption and production patterns, has gained increasing attention from researchers, universities, businesses and governments due to its critical role in fostering global sustainability. Among factors influencing consumer behavior in the green fashion industry, corporate practices aligned with SDG 12 have emerged as a vital determinant. Hence, this study aims to examine the impact of SDG 12-driven corporate practices on Vietnamese fashion consumers' purchase behavior through an experimental approach. Data for this research was gathered from universities in Ho Chi Minh city with a total of 326 valid responses collected through online experiments and surveys distributed via Google Forms. The data was cleaned, coded, and analyzed by using SPSS and SmartPLS for structural equation modeling. This research finds that green product innovation from businesses, subjective norms and perceived behavioral control has a significant direct association on students' green purchase intention. Furthermore, the findings indicate that perceived environmental concern has an indirect impact on environmentally responsible purchase decisions through perceived behavioral control and subjective norms. Besides, green self-identity moderates the connection between both perceived behavioral control, subjective norms and students' environmentally responsible purchase intention. This research contributes to the literature on the application of the Theory of Planned Behavior (TPB) in understanding sustainable consumer behavior. The results highlight the importance of corporate efforts in adopting SDG 12 practices and green self-identity to inspire sustainable purchasing behavior, which shed light for fashion brands aiming to enhance their sustainable strategies and appeal to conscious students in Ho Chi Minh City