Transforming circular fashion in Vietnam

This paper highlights the transformation of pre-owned fashion into sustainable consumption in Vietnam. It contrasts generational perceptions: older consumers often view pre-owned fashion negatively as reminiscent of overseas charity donations, while younger consumers value these items for their uniqueness, affordability, and as symbols of ‘eco-awareness’, based on observations of local media, two prominent pre-owned fashion platforms, and an online survey of young Vietnamese consumers. The study reveals that online media endorsements by celebrities and the role of social commerce, serving both as a selling platform and e-community, are key factors in transforming pre-owned fashion into sustainable consumption among young Vietnamese consumers. This research enhances the limited English-language literature on Vietnam’s pre-owned fashion industry, illustrating how e-communities can transform responsible consumption among young Vietnamese consumers.