Determinants of sustainable fashion purchase intention of customer in Ho Chi Minh City

Abstract

This study investigates the factors influencing sustainable fashion purchase intentions among customers in Ho Chi Minh City. The study applies the Stimulus-Organism-Response (S-O-R) framework and the Theory of Planned Behavior (TPB) to investigate how external factors, such as environmental awareness, social value, and perceived quality risks, influence consumer attitudes and purchase intentions. The results showed that both ecological awareness and perceived quality risks had a significant impact on consumer attitudes. Moreover, consumer attitudes could be considered as a concrete predictor of purchase intention. These findings suggest that sustainable fashion brands in Vietnam should prioritize enhancing product quality and promoting environmental awareness to cultivate positive consumer attitudes. The study extends the S-O-R and TPB frameworks to a fast-growing, emerging context, providing guidance for policymakers and businesses on promoting sustainable fashion in similar economies.