Influence of channel communication on purchasing sustainable fashion in the Vietnamese market

  • Dao Cam Thuy
  • Do Thi Bich Ngoc
  • Vu Khanh Linh
  • Tran Quynh Anh
  • Bui Phuong Uyen
  • Do Hoang Nhat Mai
Từ khóa: Purchase intention, communication channel, customer attitude, sustainable fashion

Tóm tắt

The fashion industry has been widely recognized as a significant contributor to the ongoing ecological and climate crises, leading to more and more firms realizing the necessity to promote responsible fashion growth. This study builds upon the research outcomes of earlier researchers by combining suitable factors relevant to the Vietnamese market and eliminating inappropriate factors, to investigate the impact of the communication model on choosing and the consumer’s decision on sustainable fashion products in Vietnam. With 330 survey samples combined with the SEM regression method, this study shows that 4 factors have an impact on the attitude of Vietnamese consumers toward sustainable fashion - in order: Receiver Motivation (RM), Receiver Perception (RP), Communication Message (M), and Channel Suitability (C). Therefore, Attitude has a direct impact on the Purchase Intention of Vietnamese consumers towards sustainable fashion products. From these results, the authors have proposed solutions and recommendations to promote factors affecting consumers’ intention to purchase sustainable fashion in Vietnam.

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