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.
References
Global Fashion Agenda (GFA) and Boston Consulting Group (BCG). Pulse of the Fashion Industry. London: GFA. [Internet] 2017 [cited: 10 September 2024] Available in: https://globalfashionagenda.org/pulse-of-the-industry
Environmental Protection Agency (EPA). Textiles: Material-Specific Data. [Internet] 2024 [cited: 10 September 2024] Available in: https://www.epa.gov/facts-and-figures-about-materials-waste-and-recycling/textiles-material-specific data#:~:text=The%20total%20amount%20of%20textiles,percent%20of%20all%20MSW%20landfilled.
Clarke, R. Fast fashion’s carbon footprint. The Carbon Literacy Project. [Internet] 2021 [cited: 10 September 2024] Available in: https://carbonliteracy.com/fast-fashions-carbon-footprint/
Roberts-Islam, B. Virtually All Cotton Claims “False Or Misleading” Says Report Exposing Fashion’s Misinformation Problem. Forbes. [Internet] 2021 [cited: 09 September 2024] Available in: https://www.forbes.com/sites/brookerobertsislam/2021/10/11/virtually-all-cotton-claims-false-or-misleading-says-report-exposing-fashions-misinformation-problem/
Gunther, M.. Fast Fashion Fills Our Landfills. JSTOR Daily. 2017
Nguyen, A., & Hoang, A. Vietnam’s fashion retail sector. DI-Gest Asia Market Report. [Internet] 2021 [cited: 08 September 2024] Available in: https://www.dreamincubator.com.vn/di-gest-asia-market-report/vietnam-fashion-retail-market
Razak, I. Sustainable marketing strategy: building an eco-friendly brand. BIOS: Jurnal Informatika dan Sains, [Internet] 2024 [cited: 02 September 2024], 2(01), 92-100. Available in: DOI 10.54209/bios.v1i02
Mabuza, L., Sonnenberg, N., & Marx-Pienaar, N.. Natural versus synthetic dyes: Consumers’ understanding of apparel coloration and their willingness to adopt sustainable alternatives. Resources, Conservation & Recycling Advances, [Internet] 2023 [cited: 25 September 2024] 18, 200146. Available in: https://doi.org/10.1016/j.rcradv.2023.200146
Tran, A.. Consumer Culture in the Fashion Industry: Understanding Consumption Patterns and Sustainability Efforts (Master's thesis, Itä-Suomen yliopisto). 2024.
Munmun, I. A . Fashion Forward-The Rise of Sustainable Style in a Changing World. [Internet] 2023 [cited: 15 September 2024], Volume 5, Issue 10, pp: 50-59 Available in: DOI: 10.35629/5252-05105059
Larranaga, A., & Valor, C. Consumers' categorization of eco-friendly consumer goods: An integrative review and research agenda. Sustainable Production and Consumption, [Internet] 2022 [cited: 10 September 2024], 34, 518-527 Available in: https://doi.org/10.1016/j.spc.2022.10.005
Joshi, Y., & Rahman, Z. Factors affecting green purchase behaviour and future research directions. International Strategic management review, [Internet] 2015 [cited: 15 September 2024], 3(1-2), 128-143 Available in: https://doi.org/10.1016/j.ism.2015.04.001
Lundblad, L., & Davies, I. A. The values and motivations behind sustainable fashion consumption. Journal of Consumer Behaviour, [Internet] 2016 [cited: 09 September 2024], 15(2), 149-162 Available in:
https://doi.org/10.1002/cb.1559
White, K., Habib, R., & Hardisty, D. J. How to shift consumer behaviors to be more sustainable: A literature review and guiding framework. Journal of marketing, [Internet] 2019 [cited: 07 September 2024], 83(3), 22-49. Available in: https://doi.org/10.1177/0022242919825649
Ho, T. T. H., Vu, T. N. P., & Vu, H. M. Determinants Influencing Consumers Purchasing Intention for Sustainable Fashion: Evidence from Ho Chi Minh City. The Journal of Asian Finance, Economics and Business [Internet] 2020 [cited: 12 September 2024] 7(11), 977–986. Available in: https://doi.org/10.13106/jafeb.2020.vol7.no11.977
Vetrivel, V., Deepa, S., Vinayagam, K., Gokulakrishnan, A., & Thirumalvsalavan, K. Understanding consumer perceptions of brand determinants in service sector brand extension. International Journal of Commerce and Management Research, 2023, 9(5), 1-5
Jacobson, J., & Harrison, B. Sustainable fashion social media influencers and content creation calibration. International Journal of Advertising, [Internet] 2021 [cited: 10 September 2024], 41(1), 1–28. Available in: https://doi.org/10.1080/02650487.2021.2000125
El Dehaibi, N., Goodman, N. D., & MacDonald, E. F. Extracting customer perceptions of product sustainability from online reviews. Journal of Mechanical Design, [Internet] 2019 [cited: 13 September 2024], 141(12), 121103. Available in: https://doi.org/10.1115/1.4044522
Champniss, G. Why your customers’ social identities matter. Harvard Business Review. 2015.
Kozar, J. M., & Connell, K. Y. H. Socially and environmentally responsible apparel consumption: knowledge, attitudes, and behaviors. Social Responsibility Journal. [Internet] 2013 [cited: 19 September 2024] 9(2), 315–324. Available in: https://doi.org/10.1108/srj-09-2011-0076
Vermeir, I., & Verbeke, W. Sustainable Food Consumption: Exploring the consumer “Attitude – Behavioral Intention” gap. Journal of Agricultural and Environmental Ethics. [Internet] 2006 [cited: 20 September 2024] 19(2), 169–194. Available in: https://doi.org/10.1007/s10806-005-5485-3
Joergens, C., Ethical fashion: myth or future trend?. Journal of Fashion Marketing and Management. [Internet] 2006 [cited: 24 September 2024], Vol. 10 No. 3, pp.360-371. Available in: https://doi.org/10.1108/13612020610679321
Maignan, I., Consumers' perceptions of corporate social responsibilities: a cross-cultural comparison, Journal of Business Ethics, 2001, Vol. 30 No. 1, pp. 57-72.
Aertsens, J., Mondelaers, K., Verbeke, W., Buysse, J., & Van Huylenbroeck, G. The influence of subjective and objective knowledge on attitude, motivations and consumption of organic food. British Food Journal. [Internet] 2011 [cited: 28 September 2024] 113(11), 1353–1378. Available in: https://doi.org/10.1108/00070701111179988
Eze, U. C., & Ndubisi, N. O. Green Buyer Behavior: Evidence from Asia Consumers. Journal of Asian and African Studies. [Internet] 2013 [cited: 22 September 2024] 48(4), 413–426. Available in: https://doi.org/10.1177/0021909613493602
Worsley, A., & Lea, E. Australian consumers’ food-related environmental beliefs and behaviours. Science Direct. [Internet] 2008 [cited: 30 September 2024] Volume 50, Issues 2–3, Pages 207-214. Available in: https://doi.org/10.1016/j.appet.2005.07.012
Gleim, M. R., Smith, J. S., Andrews, D., & Cronin, J. J. Against the Green: A Multi-method Examination of the Barriers to Green Consumption. Journal of Retailing. [Internet] 2013 [cited: 25 September 2024] 89(1), 44–61. Available in: https://doi.org/10.1016/j.jretai.2012.10.001
Puspita, H., & Chae, H. An explorative study and comparison between companies’ and customers’ perspectives in the sustainable fashion industry. Journal of Global Fashion Marketing. [Internet] 2021 [cited: 25 September 2024] 12(2), 133–145. Available in: https://doi.org/10.1080/20932685.2020.1853584
Ellen, P. S., Wiener, J. L., & Cobb-Walgren, C. The role of perceived consumer effectiveness in motivating environmentally conscious behavior. Journal of Public Policy & Marketing, [Internet] 1991 [cited: 26 September 2024] 10, 102-117 Available in: https://doi.org/10.1177/074391569101000206
Singh, N. & Gupta, K. Environmental attitude and ecological behavior of Indian consumers. Social Responsibility Journal, [Internet] 2013 [cited: 17 September 2024] 9(1), 4-18 Available in: https://doi.org/10.1108/17471111311307787
Pagiaslis, A., & Krontalis, A. K. Green consumption behavior antecedents: Environmental concern, knowledge, and beliefs. Psychology & Marketing, [Internet] 2014 [cited: 11 September 2024] 31(5), 335-348. Available in: https://doi.org/10.1002/mar.20698
Yadav, R., & Pathak, G. S. Young consumers’ intention towards buying green products in a developing nation: Extending the theory of planned behavior. Journal of Cleaner Production, [Internet] 2016 [cited: 13 September 2024] 135, 732-739. Available in: https://doi.org/10.1016/j.jclepro.2016.06.120
Lee, C., & Lim, S. Y. Impact of Environmental Concern on Image of Internal GSCM Practices and Consumer Purchasing Behavior. Journal of Asian Finance, Economics and Business. [Internet] 2020 [cited: 16 September 2024] 7(6), 241-254. Available in: https://doi.org/10.13106/jafeb.2020.vol7. no6.241
Schleicher, D.J. and Watt, J.D. Attitudes. Oxford University Press. 2013.
Pickens, J. Attitudes and perceptions. Organizational behavior in health care, 2005, 4(7), 43-76.
Gam, H. J. Are fashion‐conscious consumers more likely to adopt eco‐friendly clothing?. Journal of Fashion Marketing and Management: An International Journal, . [Internet] 2011 [cited: 17 September 2024] 15(2), 178-193. Available in: https://doi.org/10.1108/13612021111132627
Abrar, M., Sibtain, M. M., & Shabbir, R. Understanding purchase intention towards eco-friendly clothing for generation Y & Z. Cogent Business & Management, 2021 [cited: 19 September 2024] 8(1). Available in: https://doi.org/10.1080/23311975.2021.1997247
Silva, M. P. Sustainable Fashion Communication in Retail: The role of ecolabels in sustainable fashion consumption (Master's thesis, Universidade da Beira Interior (Portugal). 2022
Ajzen, I. The Theory of planned behavior. Organizational Behavior and Human Decision Processes. 1991.
Stern, P. C., Dietz, T., Abel, T. D., Guagnano, G. A., & Kalof, L. A value-belief-norm theory of support for social movements: The case of environmentalism. Human Ecology Review, 1999, 6(2), 81-97.
Harjadi, D., & Gunardi, A. Factors affecting eco-friendly purchase intention: subjective norms and ecological consciousness as moderators. Cogent Business & Management. [Internet] 2022 [cited: 22 September 2024] 9(1). Available in: https://doi.org/10.1080/23311975.2022.2148334
Chang, H.J. and Watchravesringkan, K.(T). "Who are sustainably minded apparel shoppers? An investigation to the influencing factors of sustainable apparel consumption", International Journal of Retail & Distribution Management. [Internet] 2018 [cited: 26 September 2024] Vol. 46 No. 2, pp. 148-162. Available in: https://doi.org/10.1108/IJRDM-10-2016-0176
Johnstone, L., & Lindh, C. Sustainably Sustaining (online) Fashion consumption: Using Influencers to Promote Sustainable (un)planned Behaviour in Europe’s Millennials. Journal of Retailing and Consumer Services. [Internet] 2022 [cited: 26 September 2024] 64(1), 102775. Sciencedirect. Available in: https://doi.org/10.1016/j.jretconser.2021.102775
Khan, O., Varaksina, N., & Hinterhuber, A. The Influence of Cultural Differences on Consumers’ Willingness to Pay More for Sustainable Fashion. Journal of Cleaner Production. [Internet] 2024 [cited: 15 September 2024] 442, 141024–141024. Available in: https://doi.org/10.1016/j.jclepro.2024.141024
Hur, E., & Cassidy, T. Perceptions and Attitudes Towards Sustainable Fashion design: Challenges and Opportunities for Implementing Sustainability in Fashion. International Journal of Fashion Design, Technology and Education. [Internet] 2019 [cited: 10 September 2024] 12(2), 208–217. Available in: https://doi.org/10.1080/17543266.2019.1572789
Rausch, T. M., & Kopplin, C. S. Bridge the gap: Consumers’ Purchase Intention and Behavior regarding Sustainable Clothing. Journal of Cleaner Production. [Internet] 2021 [cited: 15 September 2024] 278. Available in: https://doi.org/10.1016/j.jclepro.2020.123882
Carfora, V., Buscicchio, G., & Catellani, P. Integrating Personal and Pro-Environmental Motives to Explain Italian Women’s Purchase of Sustainable Clothing. Sustainability. [Internet] 2021 [cited: 18 September 2024] 13(19), 10841. Available in: https://doi.org/10.3390/su131910841
Mandarić, D., Hunjet, A., & Vuković, D. The impact of fashion brand sustainability on consumer purchasing decisions. Journal of Risk and Financial Management. [Internet] 2022 [cited: 29 November 2024] 15(4), 176. Available in: https://doi.org/10.3390/jrfm15040176
Terlau, W., & Hirsch, D. Sustainable consumption and the attitude-behaviour-gap phenomenon-causes and measurements towards a sustainable development. Proceedings in Food System Dynamics, 2015, 199-214.
Jin, E., & Atkinson, L. The moderating role of emotion: The combinatory effects of positive emotion and news framing techniques on climate change attitudes. Journalism & Mass Communication Quarterly. [Internet] 2021 [cited: 24 November 2024] 98(3), 749-768. Available in: https://doi.org/10.1177/1077699020988105
Busser, J. A., & Shulga, L. V. Involvement in consumer-generated advertising: Effects of organizational transparency and brand authenticity on loyalty and trust. International Journal of Contemporary Hospitality Management. [Internet] 2019 [cited: 10 November 2024] 31(4), 1763-1784. Available in: https://doi.org/10.1108/IJCHM-10-2017-0685
Soyer, M., & Dittrich, K. Sustainable consumer behavior in purchasing, using and disposing of clothes. Sustainability. [Internet] 2021 [cited: 10 November 2024] 13(15), 8333. Available in: https://doi.org/10.3390/su13158333
Chen, Yu-Shan, and Ching-Hsun Chang. Greenwash and Green Trust: The Mediation Effects of Green Consumer Confusion and Green Perceived Risk. Journal of Business Ethics, 2013, 114, 489–500.
McNeill, L., & Moore, R. Sustainable fashion consumption and the fast fashion conundrum: fashionable consumers and attitudes to sustainability in clothing choice. International journal of consumer studies. [Internet] 2015 [cited: 20 November 2024] 39(3), 212-222. Available in: https://doi.org/10.1111/ijcs.12169
Niinimäki, K. Sustainable consumer satisfaction in the context of clothing. In Product-service system design for sustainability. Routledge. 2017. (pp. 218-237).
Anita, S. Y., Mu'min, H., Megawati, E., Setiawati, R., & Utomo, B. The Relationship Between Environmentally Friendly Product Innovation, Sustainable Marketing Strategy, and Customer Satisfaction to Financial Performance in the Sustainable Fashion Industry in Indonesia. West Science Interdisciplinary Studies. [Internet] 2024 [cited: 22 November 2024] 2(05), 1063-1076. Available in: https://doi.org/10.58812/wsis.v2i05.929
Jung, H. J., Choi, Y. J., & Oh, K. W. Influencing factors of Chinese consumers’ purchase intention to sustainable apparel products: Exploring consumer “attitude–behavioral intention” gap. Sustainability. [Internet] 2020 [cited: 22 November 2024] 12(5), 1770. Available in: https://doi.org/10.3390/su12051770
Pei, X. L., Guo, J. N., Wu, T. J., Zhou, W. X., & Yeh, S. P. Does the effect of customer experience on customer satisfaction create a sustainable competitive advantage? A comparative study of different shopping situations. Sustainability. [Internet] 2020 [cited: 24 November 2024] 12(18), 7436. Available in: https://doi.org/10.3390/su12187436
Min Kong, H., & Ko, E. Why do consumers choose sustainable fashion? A cross-cultural study of South Korean, Chinese, and Japanese consumers. Journal of Global Fashion Marketing. [Internet] 2017 [cited: 28 November 2024] 8(3), 220-234. Available in: https://doi.org/10.1080/20932685.2017.1336458
Kong, H. M., Ko, E., Chae, H., & Mattila, P. Understanding fashion consumers’ attitude and behavioral intention toward sustainable fashion products: Focus on sustainable knowledge sources and knowledge types. Journal of Global Fashion Marketing. [Internet] 2016 [cited: 24 November 2024] 7(2), 103-119. Available in: https://doi.org/10.1080/20932685.2015.1131435
Salem, S. F., & Alanadoly, A. B. Personality traits and social media as drivers of word-of-mouth towards sustainable fashion. Journal of Fashion Marketing and Management: An International Journal. [Internet] 2021 [cited: 25 November 2024] 25(1), 24-44. Available in: https://doi.org/10.1108/JFMM-08-2019-0162
Del Fabbro, G. Sustainable fashion and the role of personality traits in determining the Purchase likelihood and the Willingness to Pay for sustainable apparel. 2022.
Downloads
Published
Issue
Section
License
Copyright (c) 2025 Dao Cam Thuy, Do Thi Bich Ngoc, Nguyen Van Loc, Vu Khanh Linh, Tran Quynh Anh, Bui Phuong Uyen (Author)

This work is licensed under a Creative Commons Attribution 4.0 International License.
The article is distributed under the Creative Commons Attribution 4.0 License. Unless otherwise stated, associated published material is distributed under the same licence.