Determinants of sustainable fashion usage intention of young generation in Ho Chi Minh city

Abstract

This study quantifies the impact of behavioral factors on sustainable fashion usage intention using self-reported data of 396 consumers in Ho Chi Minh City 2023. Sustainable fshion usage intention is measured using five factors based on behavioral theory and qualitative research 1) Atitude, 2) Social Value, 3) Perceived Behavioral Control, 4) Subjective Norms, and 5) Sustainale Clothing Disposal. We examine the cognitive processes of sustainable fashion consumers as they made usage decisions, as well as the subsequent implications of their choices. The results suggest that sustainable fashion usage intention is impacted by two characteristics influencing young generation intention in sustainable fashion in HCMC: (1) Atitude, (2) Social Value.