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

ABSTRACT: 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

SUBMITTER: Ngo TTA 

PROVIDER: S-EPMC11634014 | biostudies-literature | 2024

REPOSITORIES: biostudies-literature