Factors influencing Generation Z's intention to purchase sustainable clothing products in Vietnam.

Autor: Ngo TTA; Department of Soft Skills, FPT University, Can Tho City, Vietnam., Vo CH; Department of Business, FPT University, Can Tho City, Vietnam., Tran NL; Department of Business, FPT University, Can Tho City, Vietnam., Nguyen KV; Department of Business, FPT University, Can Tho City, Vietnam., Tran TD; Department of Business, FPT University, Can Tho City, Vietnam., Trinh YN; Department of Business, FPT University, Can Tho City, Vietnam.
Jazyk: angličtina
Zdroj: PloS one [PLoS One] 2024 Dec 11; Vol. 19 (12), pp. e0315502. Date of Electronic Publication: 2024 Dec 11 (Print Publication: 2024).
DOI: 10.1371/journal.pone.0315502
Abstrakt: The increasing awareness of environmental challenges has significantly influenced consumer behavior, with sustainable products, particularly sustainable clothing, becoming a top priority for Generation Z consumers. This study aims to investigate the factors influencing Generation Z's purchase intentions toward sustainable clothing in Vietnam, guided by the Stimulus-Organism-Response (SOR) model and Theory of Planned Behavior (TPB) frameworks. Specifically, it examines the effects of green perceived value, green perceived quality, perceived price, social influence, product design, environmental concern, and environmental knowledge on purchase intentions. The study also explores the mediating roles of environmental attitude and product attitude in these relationships. The research employed a quantitative approach, using a Likert scale questionnaire to gather data from 641 Vietnamese Generation Z consumers. The study utilized exploratory factor analysis (EFA), confirmatory factor analysis (CFA), and structural equation modeling (SEM) to analyze the data. The results revealed that all proposed hypotheses were supported, indicating that all factors significantly impact environmental attitude and product attitude, which, in turn, influence purchase intention. The results emphasize the strong mediating role of environmental attitude and product attitude, suggesting that consumers with positive attitudes toward the environment and products are more likely to intend to purchase sustainable clothing. This research provides valuable insights into the psychological and contextual factors that influence Generation Z's sustainable consumption behavior. For marketers, these findings underscore the need to promote transparency in sustainable practices, emphasize high product quality and appealing designs, and engage this demographic through community involvement and authentic sustainability efforts.
Competing Interests: The authors have declared that no competing interests exist.
(Copyright: © 2024 Ngo et al. This is an open access article distributed under the terms of the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited.)
Databáze: MEDLINE
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