Intention to use green fashion of Generation Z in Vietnam: Approaching the expanded TPB model

Abstract

The objective of this study is to identify the factors influencing Generation Z's intention to adopt green fashion in Vietnam, employing the expanded Theory of Planned Behavior (TPB) model. Data for the analysis were gathered from 315 young consumers from Generation Z residing in Hanoi and Ho Chi Minh City. The formulated hypotheses were tested utilizing a multivariate linear regression model via SPSS version 26 software. The findings indicated seven factors that exert a positive influence on Generation Z’s intention to use green fashion in a developing economy such as Vietnam: attitudes, perceived environmental, fashion style, green communication and promotion, willingness to pay, subjective norms, and perceived behavioral control. In light of the study’s findings, several implications are proposed to enhance the intention to adopt green fashion, thereby fostering a circular economy and sustainable development.