Factors Affecting the Purchase Intention of Generation Z for Sustainable Fashion Products in Vietnam

In recent years, there has been a growing interest among fashion consumers towards more sustainable and environmentally friendly clothing, particularly among Generation Z (Gen Z) buyers. With a significant demand for fashion products in Vietnam and a noticeable shift towards more environmentally conscious consumption behaviors, this study aims to identify and analyze the key factors influencing Gen Z's intention to purchase sustainable fashion products in major cities. This article employs the quantitative research methods, utilizing 300 surveys conducted in Vietnam to gather data on Gen Z consumers' aspirations concerning sustainable fashion goods. The findings reveal that Gen Z's inclination to buy sustainable clothing is positively impacted by six factors: Quality, Price, Brand, Environmental Concern, Subjective Norm, and Attitude. This research offers valuable insights and evidence to assist in shaping the sustainable consumption behaviors of Gen Z buyers in Vietnam.