The impact of personal factors on vietnamese consumers' attitudes towards sustainable fashion and their purchase decisions
DOI:
https://doi.org/10.56294/saludcyt20251375Keywords:
Purchase Decision, Personal Factors, Consumer Attitude, Sustainable Fashion, Customer MotivationAbstract
Introduction: The fashion industry is increasingly recognized as a significant contributor to the ongoing ecological and climate crises. As a result, more companies are acknowledging the importance of promoting responsible growth in fashion. This study analyzes different personal factors influencing Vietnamese consumer behaviors, including customer perceptions, customer motivations, financial situations, and environmental concerns; examines how these factors affect customer attitudes and behaviors toward sustainable fashion consumption.
Methods: Based on a survey of 363 respondents and using Structural Equation Modeling (SEM), the study demonstrates that customer motivation has the most significant impact on attitudes toward sustainable fashion.
Results: Environmental concerns significantly impact customers' purchasing decisions; however, consumer perception does not affect the choice to use sustainable fashion products. While consumers show a positive attitude toward sustainable fashion, there remains a gap between this attitude and actual purchasing behavior.
Conclusions: Based on these findings, the authors propose relevant and meaningful solutions for sustainable fashion businesses and Vietnamese authorities.
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