Factors influencing Gen Z consumers’ willingness to purchase sustainable fashion in HCM City: The moderating role of price sensitivity

Abstract

Given that Gen Z comprises a substantial segment of Ho Chi Minh City's population and is increasingly conscious of sustainability, examining the factors that influence their willingness to purchase sustainable fashion is both timely and critical. Consequently, we conducted the study “Factors influencing Gen Z consumers’ willingness to purchase sustainable fashion in HCM City: the moderating role of price sensitivity”. This study investigates the key factors influencing Gen Z consumers’ willingness to buy sustainable fashion items in Ho Chi Minh City. It examines the roles of environmental concern, social influence and altruism while exploring price sensitivity as a moderating factor. The research team conducted a survey in Ho Chi Minh City that Gen Z consumers are the respondents and collected 328 valid responses. The survey findings suggest that environmental concerns exert the strongest positive influence on the intention to purchase sustainable fashion products. Moreover, social influence and altruism also contribute positively to purchase intention. Additionally, the survey results indicate that purchase intention positively affects purchase willingness, with price sensitivity acting as a moderating factor. Based on these findings, the research team suggested strategies to enhance Gen Z consumers' interest in sustainable fashion products. The findings are expected to offer practical implications for fashion brands and policymakers, enabling them to develop strategies that align with the values of this environmentally conscious generation.