The Determinants of Consumers’ Secondhand Apparel Purchase Intention: Sustainable Insights From Generation Z in Vietnam

Given the major industrial impact on climate change and pollution generated by the fashion industry, consumers, particularly Generation Z, are embracing secondhand clothing for its eco-friendly and expressive value. This study investigates Generation Z’s purchase intentions in Vietnam regarding secondhand apparel. The research employed partial least squares structural equation modeling (PLS-SEM) to test the hypothesis. The sample comprises 297 Vietnamese consumers of secondhand apparel who belong to Generation Z. Data were collected via convenience sampling using questionnaires distributed via Google Forms. The results show that purchase intention is positively influenced by environmental concern, social norms, influencer impact, attitude, and uniqueness, while it is negatively affected by price sensitivity and perceived risk. The study offers managerial insights to promote eco-consciousness and the adoption of secondhand fashion among Generation Z.