Analysis of factors influencing the slow fashion purchasing behavior of Gen Z in Ho Chi Minh City: The moderating role of perceived financial risk

Abstract

Slow fashion is a new phenomenon and generated a lot of notice in the fashion industry because it is environmentally friendly. The concept of slow fashion began to emerge as consumers became increasingly concerned about environmental issues surrounding the production process of a fashion product, its durability, and its lifecycle. Therefore, the slow fashion movement was born with the mission of increasing the sustainability of fashion items, where the production process focuses on environmental and ethical considerations, prioritizing quality over quantity. This research relies on the Theory of Reasoned Action (TRA) and factors related to the environment and finances to analyze the factors influencing slow fashion shopping behavior. We conducted a survey on 300 Gen Z individuals living in Ho Chi Minh City. The results indicate that attitude positively influences slow fashion shopping behavior through intention. In addition, the results indicate that consumers' environmental awareness positively impacts their attitudes and subsequently their intentions; however, price is also a concern for customers when it comes to making purchasing decisions. This study aims to enhance customer knowledge of the fashion industry and inspire fashion brands to pursue sustainable production and consumption, ultimately contributing to a circular economy and reducing fashion waste.