The impact of environmental protection awareness on fast fashion consumption behavior in Vietnam

Abstract

The fast fashion market is growing strongly, promoting the outstanding growth of the fashion industry today. In recent years, fast fashion has become more and more popular because of its affordable price, variety of designs and continuous innovation according to the trends of the world. Consumers, especially young people, always prioritize the choice of breakthrough products and new styles. Therefore, the demand for fast fashion becomes higher, making this industry a solid foothold in the consumers. However, the mass production of models, shapes in large quantities to the outside, along with fabrics of low quality and difficult to decompose, has had a strong impact on the environment in the long run. Understanding the trend of fast fashion consumption and the current situation, the team decided to implement the topic "The impact of environmental protection awareness on fast fashion consumption behavior in Vietnam". The results of the study show the impact of four factors: “Awareness of environmental responsibility”, “Awareness of issues that affect the environment”, “Influence from society”, and “Concern and attitude towards the environment”. In which, the variable “Influence from society” has the greatest influence on the “decision not to use fast fashion”.