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This research aims to understand the factors affecting intentions to purchase green apparel products in Vietnam.

Towards sustainable consumption: Extending the Theory of Planned Behavior to explore green apparel purchase intentions

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This research aims to understand the factors affecting intentions to purchase green apparel products in Vietnam.
Online survey conducted with 217 valid responses
Data analysis performed using PLS-SEM in SmartPLS
Theory of Planned Behavior extended with additional constructs
Attitude was identified as the strongest predictor of purchase intention
Perceived behavioral control and subjective norms follow in predictive strength
Green self-concept and environmental knowledge positively influenced attitude and perceived behavioral control
Subjective norms were shaped by social status and collectivism
Mediation analysis showed indirect effects of green self-concept through attitude and control

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Investigates factors influencing green apparel purchase intentions in Vietnam, highlighting psychological and societal aspects.

Ngọc et al. (2026) studied this question.

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