Factors influencing green purchase intentions: Fashion industry in Viet Nam

Abstract

The study "Factors Influencing Green Purchase Intentions: Fashion Industry In Viet Nam" provides a comprehensive perspective on the factors affecting Vietnamese consumers' attitudes and purchasing intentions toward green fashion products. Based on the Theory of Planned Behavior (TPB), the study was conducted in two phases: (1) A qualitative phase with focus group interviews (11 participants) to refine measurement scales; (2) A quantitative phase with an online survey (412 respondents), analyzed using Smart PLS 4.0 with the PLS-SEM method. The results indicate that greenwashing by sellers has the most significant negative impact on consumer attitudes, eroding brand trust and hindering purchase intentions. Conversely, environmental awareness and concern for animal welfare foster positive attitudes toward green products, suggesting that when consumers understand the negative impacts of the fashion industry on the environment and animals, they are more likely to support sustainable products. Moreover, social factors such as influences from communities, family, and friends play a crucial role in promoting green purchasing intentions. Notably, the study found that the unavailability of green fashion products can weaken the relationship between positive attitudes and purchasing intentions, underscoring the importance of expanding both online and offline distribution channels. Based on these findings, the study recommends that businesses improve product quality, ensure transparency, develop appropriate communication strategies, and emphasize ethical and sustainability values. Additionally, companies should leverage awareness-raising campaigns to build consumer trust and encourage green consumption behaviors, contributing to the development of a more sustainable fashion industry in Vietnam