DOI: 10.18848/2325-1115/cgp/a268 ISSN: 2325-114X

Sustainable Fashion Consumption Behavior in Vietnam

Le Thi Kim Hoa
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<p>This study examines the determinants of sustainable fashion consumption behavior in Vietnam by integrating electronic word-of-mouth (eWOM) and social-cultural factors (SCF) into the Theory of Planned Behavior (TPB). A quantitative approach was employed, and data were collected from 518 respondents using an online survey. The proposed model was analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results reveal that eWOM has a significant positive impact on purchase behavior (PB) both directly and indirectly through attitude (AT), subjective norms (SN), and perceived behavioral control (PBC). All three TPB components significantly influence sustainable fashion consumption behavior, confirming the applicability of TPB in this context. In addition, (SCF) are found to moderate the relationships between eWOM and both AT and SN. This study extends TPB by incorporating eWOM and SCF and provides empirical evidence from a developing country context. The findings offer useful implications for businesses and policymakers in promoting sustainable consumption. Furthermore, the findings contribute to a deeper understanding of sustainable consumer behavior in emerging markets.</p>

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