Wei & Jung's study addressed the totalperceived utility of sustainable fashion products, including their general product value i.e., functional, emotional, social and green value; they e
INTRODUCTION
BACKGROUND
The fashion industry significantly impacts the environment, being one of the most wasteful and polluting sectors globally With around 100 billion garments produced each year, a staggering 92 million tonnes are discarded in landfills, according to Businesswaste.co.uk (2023) Projections indicate that by the end of the decade, fast fashion waste could rise to 134 million tonnes annually (Earth.org, 2024).
As of April 2023, statistics from TheRoundup.org reveal that nearly 60% of all clothing is made from plastic materials derived from fossil fuels, such as polyester, acrylic, and nylon The textile industry ranks as the second-largest industrial sector after packaging, producing 42 million tons of plastic waste each year Additionally, it contributes to 20% of the world's wastewater On average, each person uses 11.4 kg of clothing annually, resulting in 442 kg of CO2 emissions per capita Together, the garment and footwear industries account for 8% of global greenhouse gas emissions Washing synthetic garments releases tiny plastic microfibers into water systems, with an estimated 500,000 tons contaminating oceans each year—equivalent to over 50 billion plastic bottles These alarming figures highlight the fashion industry's significant role in environmental pollution, second only to the oil industry.
Environmental protection has emerged as a critical global issue, particularly within the fashion industry, where sustainable consumption trends, such as circular fashion, are gaining traction among consumers As awareness grows regarding the detrimental effects of fast fashion on the environment, more individuals are opting for ethical alternatives like secondhand and upcycled clothing This shift aims to mitigate overconsumption, conserve natural resources, and reduce pollution (Koay et al., 2023) Currently, the secondhand market represents 3% to 5% of the overall apparel industry, with Gen-Z leading the way as 31% actively purchase and 44% sell secondhand items, closely followed by millennials.
In 2022, one in three apparel items purchased was secondhand, with Gen Z owning two out of every five secondhand pieces in their wardrobes In Vietnam, 41% of respondents, particularly from Gen Z and Millennial demographics, prefer buying secondhand goods over new ones, highlighting a strong focus on sustainability Upcycling, which transforms outdated fashion items into new designs using existing materials, is emerging as a significant trend in 2023, especially among younger consumers who prioritize eco-friendly practices As of January 2024, the hashtag #upcycling boasts 5.6 million posts on Instagram, reflecting the growing interest in upcycled fashion.
The trend of upcycled fashion is gaining popularity among young consumers in developed countries, such as the United States, Europe, and Korea, due to its creative, aesthetic, and environmentally friendly nature, with 21% of American consumers engaging in upcycling (Missoma, 2024) In contrast, Vietnam's market for eco-fashion, particularly upcycled products, remains niche, hindered by high prices and limited awareness of their benefits (Speier, 2016) However, a 2022 Statista survey reveals that Vietnam leads Southeast Asia, with 86% of consumers purchasing sustainable fashion, and a Nielsen Vietnam survey indicates that 80% of Vietnamese consumers are willing to pay a premium for sustainable products (Bao Thanh Nien, 2023).
In summary, Vietnam is experiencing a notable transformation towards circular fashion consumption, fueled by heightened environmental awareness among consumers This growing interest in circular fashion practices and sustainable consumption is set to significantly influence the future of the fashion industry in Vietnam, steering it towards greater sustainability and responsibility.
REASONS CHOOSE THE TOPIC
Circular fashion integrates principles of sustainable fashion and the circular economy, emphasizing the creation, sourcing, and production of clothing, shoes, and accessories that are designed for longevity and efficient circulation within society This approach ensures that products remain in their most valuable form for as long as possible and are safely returned to the biosphere once they are no longer in use By focusing on eco-friendly goods and services, circular fashion contributes to a thriving fashion industry while promoting environmental sustainability.
Research on circular fashion remains largely foundational, primarily focusing on marketing perspectives of recycled and reused fashion items, emphasizing concepts like green and eco-friendly fashion (Kim et al., 2021) Studies have highlighted the perceived utility of sustainable fashion products, including functional, emotional, and social values, while exploring psychological factors influencing consumer purchase intentions (Wei & Jung) However, consumer understanding of sustainable apparel is often vague, with decisions swayed by aesthetic, functional, and financial benefits, leading to low engagement in sustainable consumption (Rahman et al., 2020) The second-hand clothing business model has been shown to reduce resource use and extend product life through ownership shifts (Machado et al., 2019) Previous research indicates that perceived value and risk significantly impact consumers' intentions to purchase circular fashion, with financial, aesthetic, and social risks being key predictors (Koay et al., 2023; Kim et al., 2021) Despite these insights, studies have largely neglected the interplay of moderating variables and have not sufficiently compared purchase intentions across circular fashion trends, hindering a comprehensive understanding of the field.
To enhance our understanding of sustainable apparel purchase intentions, it is essential to delve into consumers' perceptions of circular fashion This exploration will help identify key factors that influence their motivations Accordingly, we have chosen to focus on the topic "Secondhand versus Upcycled."
This study explores the "Greener Choice" in sustainable fashion by examining the two sub-dimensions of circular fashion: Secondhand and Upcycled clothing It investigates consumers' perceived values and risks associated with circular fashion, while also analyzing how individualism influences product attitudes and the impact of Greenwashing Concern on purchase intentions By comparing consumers' purchase intentions for Secondhand and Upcycled clothing, the research aims to enhance academic understanding of customer responses to circular fashion The findings will provide retailers with insights on key values to highlight and risks to address when marketing Secondhand and Upcycled clothing.
RESEARCH GAPS
This research has been conducted for various reasons:
This study is among the few in Vietnam that investigates the purchasing intentions of consumers regarding two clothing types: Secondhand and Upcycled Clothing It aims to explore differences in perceived value, risk, electronic word-of-mouth (EWOM), and moderating variables that influence the purchase intentions for these fashion products.
Our study is likely the first to explore the connection between Electronic Word-of-Mouth (EWOM) and Purchase Intention in the realm of circular fashion, while previous research has largely focused on traditional Word-of-Mouth (WOM) and overlooked the impact of digital platforms This investigation is particularly relevant in today's context, as the Internet has become integral to consumer behavior Additionally, individualism significantly moderates the relationship between perceived value—encompassing emotional and environmental aspects—and perceived risk, which includes aesthetic and sanitary concerns, in shaping attitudes toward secondhand products.
In our study, we explore how Greenwashing Concern acts as a moderating variable that influences the connection between Product Attitude and Purchase Intention in circular fashion This finding emphasizes the significant role that Greenwashing Concerns play in shaping consumer perceptions and behaviors.
RESEARCH OBJECTIVES
This research aims to identify and measure the impact of perceived value and risk on consumer attitudes toward circular fashion and purchase intentions, utilizing the Value-Attitude-Behavior theory as a framework The study focuses on determining the most significant factors influencing consumer behavior in circular fashion, providing an objective analysis of purchasing habits Furthermore, it examines how moderating variables, such as individualism and concerns about greenwashing, affect the relationship between product attitudes and purchase intentions Additionally, the research distinguishes between consumer purchasing behaviors for two types of circular fashion: secondhand and upcycled clothing.
Identify the factors of perceived value and perceived risk influencing consumers' product attitudes towards circular fashion in general, and specifically towards two types of clothing: secondhand and upcycled clothing.
This study examines how consumers' perceived values, specifically emotional and environmental value, alongside perceived risks, such as aesthetic and sanitary risk, affect their attitudes and behaviors toward products Additionally, it explores the moderating role of individualism in the relationship between perceived value and risk on product attitudes Furthermore, it investigates how greenwashing concern moderates the impact of product attitude on purchase intention.
Compare differences in perceived value, risk, electronic word-of-mouth (EWOM), or moderating variables in the purchase intention of secondhand and upcycled fashion products.
Research highlights the significance of promoting positive values while addressing risks that influence consumers' intentions to purchase secondhand and upcycled clothing To enhance consumer confidence in the circular fashion market, businesses should focus on transparency, quality assurance, and sustainability practices Recommendations include educating consumers about the environmental benefits of secondhand shopping, ensuring product quality through rigorous checks, and fostering a community around sustainable fashion By tackling consumer concerns effectively, businesses can encourage greater acceptance and consumption of secondhand and upcycled clothing.
RESEARCH QUESTIONS
Starting from the above research objectives, here are our research questions:
I What is the influence of consumers’ perceived values and risks on product attitudes towards purchase intention Secondhand and upcycled clothing?
2 How does the moderating variable Individualism affect the relationship between the value and risk of Secondhand - Upcycled clothing and product attitude?
3 How does the moderating variable Greenwashing concern affect the relationship between the product altitude and purchase intention of consumers?
4 Are there differences in perceived value, risk, EWOM, or moderating variables in the purchase intention of Secondhand and Upcycled fashion products?
5 What strategy can be proposed to discuss and improve the effectiveness of selling secondhand-upcycled fashion through the result of this research? How does that impact Circular Fashion, especially the Circular Economy?
THE CONTRIBUTION OF THIS RESEARCH
This study aims to contribute the following contributions to the extensive theoretical and practical implications:
This research provides valuable insights into the effects of perceived value and perceived risk, including electronic word-of-mouth (EWOM), on consumer attitudes and purchase intentions regarding circular fashion By examining the roles of Individualism and Greenwashing concerns as moderating factors, the findings deepen our understanding of consumer behavior in this context Notably, the comparative analysis of Secondhand and Upcycled clothing reveals distinct influences of perceived value, perceived risk, EWOM, Individualism, and Greenwashing on purchase intentions, highlighting the complexities within different types of circular fashion.
Comparing the factors influencing consumers' purchasing intentions for secondhand and upcycled clothing provides valuable insights into the relationships between various variables, including moderating factors, value considerations, and risk perceptions Understanding these dynamics is crucial for businesses and marketers aiming to foster a sustainable and circular economy, as it allows them to effectively address consumer concerns and cater to the diverse preferences surrounding secondhand and upcycled clothing.
RESEARCH STRUCTURE
This study focuses on five main chapters, following:
This chapter presents an overview of the research, detailing the background, context, and objectives It establishes the foundation for the study while highlighting the significance and relevance of the research topic.
Chapter 2: Literature Review And Hypothesis Development
This chapter provides a thorough review of the relevant literature concerning the research topic, highlighting key findings and existing gaps Additionally, it formulates hypotheses that will direct the empirical investigation, ensuring a focused approach to addressing the identified deficiencies in the current body of knowledge.
This chapter outlines the research methodology used for data collection and analysis, detailing the research design, sampling techniques, and data analysis procedures It provides a comprehensive explanation of the selected methodology to ensure the study's rigor and reliability.
This chapter outlines the findings from the empirical research conducted, analyzing and interpreting the results in relation to the research questions and hypotheses Visual aids, such as tables, are employed to effectively present the results.
The final chapter summarizes the key findings and their implications, concluding the study effectively It offers recommendations for future research and practical applications derived from the research outcomes, providing closure while highlighting opportunities for further exploration in the field.
LITERATURE REVIEW AND HYPOTHESIS DEVELOPMENT
THEORETICAL FOUNDATION
2.1.1 Value - Attitude - Behaviour Theory (VAB)
Value Attitude Behaviour (VAB) theory was developed by Homer & Kahle
The VAB model, established in 1988, outlines a hierarchical structure where values predict attitudes, which subsequently drive behaviors (Teng et al., 2014) This cognitive framework illustrates how values shape attitudes, and in turn, attitudes shape behaviors According to the model, consumer values exert an indirect influence on behavior through the mediation of attitudes (Kumar et al.).
The Value-Altitude-Behavior (VAB) model has been widely applied in various studies to analyze consumer behavior, particularly in relation to online purchasing intentions influenced by internet memes (Lee et al., 2019) Additionally, Kang et al (2015) explored how individual health values affect interest in healthy food, along with positive outcome expectations and hedonic motivations Furthermore, Kumar et al (2020) utilized the VAB hierarchical model to gain insights into men's attitudes and behaviors regarding grooming product consumption.
Values are stable beliefs that shape context-specific attitudes and behaviors, influencing how consumers perceive circular fashion in terms of environmental awareness and sustainability Perceived value reflects the likelihood that consumers recognize these attributes in circular fashion, while perceived risk highlights concerns regarding aesthetics and sanitation during purchasing decisions Attitudes, defined as overall positive or negative evaluations of an object, are formed based on the expectations of relevant attributes, which contribute to an individual's general appraisal of circular fashion.
This study explores how attitudes toward products are influenced by perceived emotional and environmental value, as well as perceived aesthetic and sanitary risks Individualism serves as a moderating variable in the relationship between perceived value/risk and product attitude Consumer behavior, defined as the tendency to purchase circular fashion, is shaped by product attitudes through two main pathways: electronic word-of-mouth (E-WOM) and the moderating effect of greenwashing concerns on the relationship between product attitude and purchase intention Utilizing a Values-Attitudes-Behavior (VAB) model, this research investigates the values that impact consumer attitudes and the moderating variables related to purchase intentions for circular clothing.
CONCEPTS
Perceived value refers to consumers' overall assessment of a product or service based on a cost-benefit analysis of what is received versus what is given, encompassing both intrinsic and extrinsic attributes (Aksoy & Basaran, 2017; Singh et al., 2021; Sweeney & Soutar, 2001; Lee et al., 2019) From a marketing perspective, customer perceived value is crucial for gaining competitive advantage and predicting consumer behavior (Gallarza et al., 2011; Chang & Tseng, 2013; Hsiao et al., 2016) Research in consumer behavior shows that perceived value significantly influences decision-making processes (Jin et al., 2015) According to consumption values theory, consumer product choices are driven by five perceived values: functional, emotional, social, epistemic, and conditional (Sheth et al., 1991).
In 2018, the consumption value of upcycled fashion products was classified into five categories: social, emotional, functional, economic, and eco values Following this, Yu & Lee (2019) identified six consumption values, including green, functional, emotional, aesthetic, social, and self-expression Gallarza et al (2011) emphasized four fundamental dimensions of perceived value in recycled fashion products: social, emotional, functional, and economic Emotional value reflects the feelings consumers experience while shopping or wearing these products, as noted by Choo et al (2013), while environmental value pertains to the belief in humanity's connection to the earth and natural environment, according to Stern et al.
In 1995, research highlighted that consumers identify emotional and environmental values as key dimensions within circular fashion, aligning with findings from earlier studies (Kim et al., 2021; Eunha et al., 2018; Elina Lewe, 2023).
Perceived risk is defined as the uncertainty consumers experience regarding the potential consequences of their purchase decisions (Schiffman & Kanuk, 2014) Numerous studies have identified various types of risks influencing consumers' purchase intentions, including time, financial, aesthetic, social, psychological, physical, sanitary, and performance risks (Mitchell, 1999; Tsiros & Heilman, 2005; Featherman & Hajli, 2016; Qalati et al., 2021; Pires et al., 2004) A qualitative study by Park & Choo (2015) focused on upcycled fashion products and identified five key dimensions of perceived risk: aesthetic, sanitary, social, performance, and economic Research indicates that aesthetic and sanitary risks negatively impact the intention-behavior relationship (Rausch et al., 2021; Kian et al., 2023) Sanitary risk relates to consumers' perceptions of circular fashion as potentially harmful to health, while aesthetic risk pertains to views of circular fashion as unfashionable (Kim et al., 2021) Consequently, perceived risk is a critical factor today, as it directly influences consumer attitudes and significantly affects purchase intentions (Zakuan et al., 2014) Overall, these findings suggest a negative relationship between behavioral intentions and perceived risk in the context of sustainable apparel items and services.
Individualism is a philosophical and social outlook that emphasizes the moral worth and independence of the individual over group goals (Gagnier, 2010; Lee & Jung, 1994) It is characterized by a strong sense of emotional autonomy from groups and organizations, with individuals defining themselves independently (Hofstede; Hui, 1988) This attitude encourages people to prioritize their own interests, experiences, and values, often leading to a reduced sensitivity to social dynamics (Geertz, 1973) However, individuals with a strong sense of individualism may also recognize the personal benefits of sustainable behaviors, such as environmental conservation, which can motivate them to engage in circular fashion practices for their own gain (Kim et al., 2021).
Product attitude refers to an individual's inclination to respond positively or negatively towards a specific product, shaped by learned value judgments (Bass & Talarzyk, 1972; Eunha et al., 2018) These attitudes manifest as consumer feelings of either liking or disliking a product (Engel & Blackwell, 1982; Kim et al., 2021) Understanding attitudes is crucial in consumer studies, as they significantly impact consumers' thoughts, emotions, and decision-making processes (Das).
The decision-making process and consumer attitudes toward products significantly impact purchasing intentions and behaviors (Zhang & Kim, 2013) Positive attitudes toward fashion products shape consumer preferences, which subsequently influence their purchase intentions and actual buying behavior (Cho & Kim, 2004) Research has shown that a consumer's attitude towards a product is a crucial factor in driving sustainable consumption behavior (Chang & Watchravesringkan, 2018; Park & Oh, 2014).
Consumer behavioral intention encompasses various aspects such as purchase intention, word-of-mouth intention, and visit intention (Chun et al., 2018) Among these, word-of-mouth intention significantly influences consumer purchasing behavior, as highlighted by Gatignon & Robertson (1985) and further supported by numerous studies Word of mouth, defined as a marketing activity shared from one consumer to another, has evolved with the rise of Internet technology, allowing consumers to increasingly seek and exchange information online This shift has expanded word-of-mouth communication from offline to online platforms, where it is characterized as communication among primary consumers regarding specific products and services Henning-Thurau et al (2004) describe online word of mouth as a vital channel for consumers to share experiences and product information, effectively enhancing outreach and engagement Furthermore, the advancement of information and communication technology has led consumers to share images and videos of products on social networks, marking a growing trend in product marketing and brand promotion (Chun et al., 2018).
Purchase intention refers to a consumer's readiness to buy a product after evaluation, reflecting their willingness to exert effort towards a specific action (Tarabieh, 2021; Ajzen & Fishbein, 2000) It is a probabilistic concept that indicates a consumer's future behavior regarding the purchase of particular products or services (Chung & Kim, 2009; Engel & Blackwell, 1982) In the context of sustainable consumption, purchase intention is crucial as it correlates with actual buying behavior, especially for circular fashion products (Kim et al., 2021; Lcnne & Vandenbosch, 2017) Research shows that consumers with environmental awareness and knowledge of eco-friendly products exhibit higher purchase intentions (Vlosky et al., 1999) Additionally, purchase intention encompasses the likelihood of recommending products to others, thereby influencing positive word-of-mouth and the willingness to pay for items (Jung et al., 2021; Kim et al., 2021).
Greenwashing refers to the misleading tactics employed by organizations that exaggerate or fabricate their environmental efforts through green marketing This deceptive practice aims to create a falsely positive public image and enhance the company's reputation regarding the environmental impact of its products and practices.
Greenwashing, a practice where companies either withhold negative environmental information or misrepresent their positive impact, has gained significant attention in recent years due to its societal relevance Research indicates that consumers' awareness of greenwashing negatively affects their intention to make green purchases, particularly in the sustainable fashion sector As stakeholders increasingly scrutinize environmental performance, the implications of greenwashing practices continue to be a critical area of study.
Numerous research studies have explored the factors influencing perceived value and perceived risk that impact consumers' intentions to purchase circular fashion, including secondhand, recycled, and upcycled items This article references four key studies from various researchers worldwide to support these insights.
2.3.1 Motivators and Barriers for Buying Intention of’Upcycled Fashion Products in China - Fe Yoo, Hye Jung Jung, and Kyung Wha Oh (2021)
This study explores the factors affecting the consumption behavior of upcycled fashion products in China, emphasizing the roles of environmental consciousness, consumer knowledge of upcycled fabrics, and perceived risks It categorizes environmental consciousness into concerns about the environment and the significance of eco-friendly behavior Perceived risks are analyzed through social, financial, and performance lenses The findings reveal that both environmental consciousness and perceived risks significantly influence purchase intentions Furthermore, consumer knowledge of upcycled materials acts as a mediator between environmental concerns and purchase intention, highlighting the need to enhance awareness and mitigate perceived risks to boost consumer engagement in sustainable fashion The article also discusses future research directions in this domain.
2.3.2 Consumers’ Value and Risk Perceptions of Circular Fashion: Comparison between Secondhand, Upcycled, andRecycled Clothing - Inhwa Kim, Hye Jung Jung and Yuri Lee (2021)
This article explores consumer perceptions of value and risk, product attitudes, and purchase intentions regarding circular fashion consumption, specifically focusing on secondhand, upcycled, and recycled clothing derived from textile waste The study reveals that emotional value is the most significant influencer on consumer behavior, while economic and performance risks do not impact product attitudes Additionally, individualism moderates the relationships between perception dimensions and product attitudes, as well as between product attitudes and behavioral intentions These findings provide valuable insights for retailers and marketers to develop more targeted retail and promotional strategies.
2.3.3 Perceived Consumption Value, Pro-Environmental Belief, Attitude, eWOM, and Purchase Intention Toward Upcycling Fashion Products - Eunju Ko, Chun Eunha, Wei Jiang, Jihye Yu (2018)
This study investigates the connections between perceived value, pro-environmental beliefs, attitudes, electronic word-of-mouth (eWOM), and purchase intention related to upcycled fashion products The findings reveal that perceived value significantly impacts pro-environmental beliefs, which positively affect attitudes, eWOM intentions, and purchase intentions Additionally, differences in perceived consumption value are noted among consumers based on their awareness levels and purchasing experiences These insights provide valuable information for researchers and practitioners regarding consumer values, beliefs, attitudes, and behaviors toward upcycled fashion products.
2.3.3 Bridge the gap: Consumers’ purchase intention and behavior regarding sustainable clothing - Theresa Maria Rausch, and Cristopher Siegfried Kopplin (2021)
Developing a comprehensive framework to understand Ihe factors influencing the purchase behavior of sustainable clothing Extending the Theory of Reasoned Action
(TRA), Ihey incorporated established constructs from green literature and new findings
Their results highlight the significant impact of attitude towards sustainable clothing on purchase intention, albeit negatively influenced by consumers' greenwashing concerns
Additionally, perceived aesthetic risk negatively affects the intention-behavior relationship, while perceived economic risk shows no significant effect.
Title Author Purpose Key results
Fe Yoo, Hye Jung Jung, and Kyung Wha Oh
This study aims to investigate the impact of Chinese consumers' environmental consciousness and awareness of upcycled fashion materials on the purchase intention toward upcycled fashion products.
RESEARCH HYPOTHESIS
Emotional value plays a crucial role in consumer behavior, as it reflects the emotional gratification individuals experience from helping others Research shows that consumers gain emotional satisfaction from participating in social welfare initiatives, which in turn affects their purchasing decisions Consequently, emotional value serves as a significant motivator for customers engaging in circular product purchasing behavior.
In 2017, research indicated that consumers experience decreased stress and increased happiness when they recognize their contributions to environmental protection, particularly through the purchase of eco-friendly clothing as opposed to conventional options.
Research indicates that higher emotional value in garments increases the likelihood of consumer purchases (McNeill et al., 2020) Additionally, emotional and environmental values significantly influence purchasing behavior, with environmental value positively impacting sustainable consumption (Kian Yeik et al., 2022; Biswas & Roy, 2015) Studies show that circularity and a recycled appearance enhance perceived environmental value (Michaud & Llerena, 2011; Mugge et al., 2017; Magnier & Schoormans, 2017) As circular fashion promotes recycled materials through closed-loop supply chain management, environmental value plays a crucial role in influencing circular fashion consumption Therefore, the following hypothesis is proposed.
Hypothesis 1 (Hl): Perceived value of circular fashion products (Hla, Emotional; Hlb, Environmental) have a positive impact on consumers’ circular fashion product attitude.
Aesthetic risk refers to the concern that purchased products may not align with a consumer's self-image Many consumers avoid buying secondhand clothing due to the perception that it is outdated and unfashionable, as highlighted by Kim et al.
Aesthetic risk negatively impacts consumers' attitudes towards circular clothing, as perceptions of secondhand clothing's stylishness vary significantly among individuals (Hur, 2020) Some consumers view secondhand items as outdated and overly branded, which deters them from making purchases Additionally, hygiene concerns represent a significant barrier to the intention to buy sustainable clothing (Silva et al., 2021; Clube & Tennant, 2020) Sanitary risk, defined as the anxiety regarding potential health risks, influences consumer attitudes, with Kim et al (2021) finding that high perceived sanitary risks lead to negative perceptions of secondhand clothing A study on used school uniforms revealed that 18% of middle and high school students refrained from purchasing them due to hygiene concerns (Shin & Oh, 2009).
Research by Kim et al (2021) and others in 2015 indicates that sanitary risks significantly diminish consumers' intentions to buy second-hand, upcycled, and recycled clothing Given that clothing comes into direct contact with the body, concerns about hygiene are likely to have a more pronounced effect on consumer attitudes toward these products.
Previous research indicates that sanitary risks alone may not deter customers from buying circular clothing However, when consumers perceive both high sanitary and aesthetic risks, their willingness to purchase circular fashion diminishes Therefore, we propose the following hypothesis.
Hypothesis 2 (H2): Perceived risk of circular fashion products (H2a, Aesthetic; H2b Sanitary) have a negative impact on consumers’ circular fashion product attitude. purposes, experiences, and values rather than social situations, Geertz, (1973) People with high individualism may also realize that they can personally benefit from practicing sustainable behavior such as saving the earth and protecting the planet Individuals with high levels of individualism could also come to recognize that pursuing sustainable behaviors, including preserving the environment and conserving the earth, might benefit them individually, Kim et al., (2021) For their advantages, people could therefore be willing to buy circular fashion items Barbarossa & De Pelsmacker, (2016) also supported this linkage by emphasizing ego-centric motivations (i.e., green self-identity and moral obligation) based on psychological egoism theory A moderating effect of individualism was found in the paths between perception dimension and product attitudes and between product attitudes and behavior intention in circular fashion Kim et al,,(2021) Therefore, we anticipate that individualism positively influences the consumption of circular fashion Thus, the following hypothesis is proposed:
Hypothesis 3 (H3): Individualism will have a moderating effect on the relationship between consumer’s perceived value (H3a, Emotional; H3b, Environmental) and attitude toward circular fashion.
Hypothesis 4 (H4): Individualism will have a moderating effect on the relationship between consumer’s perceived risk (H4a, Aesthetic; H4b Sanitary) and attitude tow ard circular fashion.
Chiou and Cheng (2003) highlight that positive brand attitudes significantly influence online word-of-mouth, as favorable perceptions of a product enhance intentions to share experiences Consumers, as social beings, naturally share their purchasing experiences, which in turn affects their own buying decisions based on the experiences of others (Kim et al.).
In 2021, research highlighted the significant impact of social factors on consumer acceptance of online word-of-mouth (WOM) communication, influencing their purchasing decisions (Jeong & Jang, 2011) A consumer's attitude toward WOM is a crucial determinant of their response to these messages, underscoring the importance of understanding consumer perceptions in the digital marketplace.
“a psychological tendency that is expressed by evaluating a particular entity with some degree of favor or disfavor”, and has been found to influence behavioral intentions (Gvili
Expectancy Value Theory (EVT) suggests that consumer attitudes towards an object significantly influence their behavior In the realm of social networks, positive attitudes towards Facebook fan pages—whether featuring marketer or user-generated content—enhance users' intentions to engage with this platform and participate in electronic word-of-mouth (eWOM) communication This leads to the proposed hypothesis that consumer attitudes directly impact their engagement with social media channels.
Hypothesis 5 (H5): Product Attitude has a positive impact on E-WOM of circular fashion.
Research on electronic word-of-mouth (e-WOM) highlights its role in helping consumers gather essential product information (Adjei et al., 2010; Zhu & Zhang, 2010; Lee & An, 2018) The nature of e-WOM varies, encompassing a spectrum of comment polarity from negative to positive, as well as diverse content types (Sparks & Browning, 2011; Kitirattarkarn et al., 2021) Positive reviews significantly contribute to the development of favorable consumer attitudes (Park & Lee, 2009; Matute et al., 2016; Talwar et al., 2021; Luan et al., 2022) and have a notable impact on purchase intentions (Charo et al., 2015; Matute et al., 2016; Liu et al., 2020; Cheong et al., 2020; Verma & Dewani, 2021).
Research indicates a strong positive relationship between electronic word-of-mouth (e-WOM) and consumer purchase intentions (Torlak et al., 2014; Charo et al., 2015; Muda & Hamzah, 2021; Leong et al., 2022; Bilal et al., 2022) Park & Oh (2014) highlighted that consumer attitudes, purchase intentions, and word-of-mouth intentions can vary based on their awareness of environmental sustainability Consequently, it is anticipated that environmental value perceptions, beliefs, attitudes, word-of-mouth intentions, and purchase intentions are significantly interconnected (Chun et al., 2018) Additionally, research by Park & Choo further supports these findings.
A study conducted in 2015 explored the interplay between perceived risk, trust, and behavioral intentions, specifically focusing on purchase and recommendation intentions for sustainable luxury fashion products It is anticipated that environmentally friendly beliefs emerge from an appreciation of the value of high-end fashion brands, leading to the development of attitudes shaped by the discovery and evaluation of pertinent information This foundation supports the proposed hypothesis regarding consumer behavior in the luxury fashion sector.
Hypothesis 6 (H6): E-WOM has a positive impact on consumers’ Purchase Intention of circular fashion. behavior and it is defined as the expression of subjective will according to attitudes and beliefs formed when consumers are exposed to information and objects specifically (Van at el., 2011) In this way, purchase intention is an outcome variable that emerges after a consumer has formed a set of attitudes toward a particular product or brand and can be said to be attitudinal toward stimuli, external factors lead to a specific behavior (Van at el., 2011) Park, (2015) studied the relationship between attitudes toward upgrading fashion products and purchase intention Consumers recognize products through subjective emotions and social and environmental factors, form beliefs, explore and evaluate relevant information, form attitudes, and express a variety of Regular behavioral patterns that represent specific actions (Chun et al 2018) Kim & Ma (2014) argue that an individual's attitude toward specific products and brands increases behavioral intentions such as purchase intention and word-of-mouth intention Sattler et al (2010) confirm that consumers with a positive attitude toward a particular object are willing to pay a high price, such as an insurance premium, to own that object, and Dens
RESEARCH MODEL
RESEARCH METHODOLOGY
RESEARCH DESIGN
This study employs a quantitative research methodology, utilizing second-generation SEM linear structural modeling to test a complex structural model The chosen method effectively captures the direct and indirect relationships among the variables, highlighting their interdependencies.
If applying multiple regression techniques will lead to a systematic error when testing.
Structural equation modeling (SEM) emerged as a crucial tool for researchers seeking to understand relationships between variables through complex modeling techniques Traditional analysis methods like multiple regression and exploratory factor analysis laid the groundwork for this field In this study, the authors utilize Partial Least Squares Structural Equation Modeling (PLS-SEM) to enhance the accuracy of their results By minimizing errors that impact the dependent variable, the study aims to maximize the R² value, ultimately improving the model's predictive capabilities (Hair et al., 2016).
Data were meticulously cleaned and entered into SmartPLS for analysis The reflective measurement model was evaluated by assessing Cronbach's alpha reliability, composite reliability (CR), and average variance extracted (AVE) Convergence was determined through outer loading, while discrimination was assessed using the Fornell-Larcker criteria and HTMT The structural model was analyzed for multicollinearity (VIF) and the coefficient of determination (R2), with acceptable levels defined by the research context Additionally, impact assessment (f2) and the prediction of goodness of fit (Q2) were conducted using PLS methodology.
The research process follows a systematic scientific approach, beginning with a focus on sustainable and circular fashion to define the study's scope Once the article's official scale is established, we assess the reliability of the measurement scale, evaluate the measurement model, analyze the structural model issues, and finalize the research model through verification We then compare our findings with existing literature, draw conclusions, and propose implications for business and management, while also acknowledging the limitations encountered during the research.
MEASUREMENT SCALES
This study utilizes theoretical frameworks and established scales from prior research to explore nine key constructs: Consumer's Perceived Value, which encompasses Emotional Value (EV) and Environmental Value (EVV); Consumer's Perceived Risk, including Aesthetic Risk (AR) and Sanitary Risk (SR); Product Attitude (PA); Individualism (ID); Electronic Word of Mouth (E-WOM); Purchase Intention (PI); and Greenwashing Concern (GC).
3.2.1 Measurement of Emotional Value (EV)
This scale is inherited from the original scale of Kim et al (2021) The scale includes 4 observed variables, denoted from EV 1 to EV4.
EVI I feel happy when I wear this clothing.
EV2 Purchasing this clothing makes me feel good.
EV3 The stress is relieved by purchasing this clothing.
EV4 This clothing provides joy and pleasure.
3.2.2 Measurement of Environmental Value (EVV)
This scale is inherited from the original scale of Kim et al., (2021) The scale includes 4 observed variables, denoted from EVV1 to EVV4.
3.2.3 Measurement of Aesthetic Risk (AR)
This scale is inherited from the original scale of Kim et al., (2021) The scale includes 4 observed variables, denoted from ARI to AR4.
EV VI This clothing helps save resources.
EVV2 This clothing has a positive impact on the environment in that it extends the life of discarded materials.
EVV3 This clothing is environmentally friendly.
EVV4 This clothing has more environmental benefits than othei clothing.
3.2.4 Measurement of Sanitary Risk (SR)
This clothing would not fit well because it does not vary in size.
AR2 This clothing would not vary in design.
AR3 This clothing would not reflect the latest trends in design or style.
AR4 This clothing would not be easy to coordinate with other clothing.
This scale is inherited from the original scale of Kim et al (2021) The scale includes 4 observed variables, denoted from SRI to SR4.
Sanitary Risk SRI This clothing is unlikely to be clean.
SR2 This clothing is unlikely to be clean.
SR3 This clothing is unlikely to be hygienic.
SR4 This clothing would not be seen as a new product.
3.2.5 Measurement of Product Attitude (PA)
This scale is inherited from the original scale of Kim et al., (2021), The scale includes 4 observed variables, denoted from PAI to PA4.
PA2 I have a positive emotion regarding this clothing.
PA3 I am interested in this clothing.
PA4 I think positively about this clothing
This scale is inherited from the original scale of Kim et aL f2021) The scale includes 3 observed variables, denoted from ID1 to ID3.
ID1 I live my life in my own way.
ID2 It is important for me to pursue my own personality.
I make decisions and act in consideration of my own interests rather than the interests of the group.
This scale is adjusted from the original scale of Chun et al,, (2018) The scale includes 3 observed variables, denoted from EW1 to EW3.
EW1 It will encourage others to purchase circular fashion.
EW2 1 want to inform my friends about circular fashion.
1 will intentionally spread information about circular fashion to others.
3.2.8 Measurement of Purchase Intention (PI)
This scale is adjusted from the original scale of Rausch & Kopplin (2021) The scale includes 4 observed variables, denoted from PI1 to PI4.
PIl I choose to buy exclusively sustainable clothes.
PI2 I buy sustainable clothes instead of conventional clothes if the quality is comparable.
1 purchase sustainable clothes even if they are more expensive than conventional clothes.
PI4 When buying clothes, I pay attention that they are sustainable
3.2.9 Measurement of Greenwashing Concern (GC)
This scale is adjusted from the original scale of Rausch & Kopplin (2021) The scale includes 3 observed variables, denoted from GC1 to GC3.
RESEARCH SAMPLE
I am concerned that sustainable clothes are not produced from environmentally friendly materials.
GC2 I am concerned that sustainable clothes are not manufactured under sustainable conditions.
I am concerned that the organization is only pretending it's a green image.
Location Ho Chi Minh City
The survey targets individuals aged 12-28 (Gen Z) residing in Ho Chi Minh City, who are engaged in studies or employment and have an interest in sustainable fashion To reduce costs and align with the research context, a non-probability sampling method was employed, utilizing a convenient sampling approach.
Online surveys were conducted using Google Forms to collect data from clients in Ho Chi Minh City The questionnaire comprised two main sections: the first focused on respondents' demographic information, such as gender, age, monthly income, and their shopping frequency for sustainable fashion products, along with their motivations for these choices The second section required participants to evaluate sustainable fashion products based on their sensory impressions and overall satisfaction levels.
According to Comrey & Lee (1992), a sample size of n = 50 is considered quite poor, while n = 100 is deemed poor, n = 200 is acceptable, n = 300 is decent, n = 500 is very good, and n = 1000 is excellent Similarly, Tabachnick & Fidell (2007) suggest that n = 300 is an appropriate sample size for research purposes.
30 and 500 is appropriate, according to Roscoe Ct al., (1974).
Determining an adequate sample size is crucial for accurate population estimates, but researchers often face time constraints and funding challenges To address this, quantitative data analysis techniques, such as regression and exploratory factor analysis (EFA), are commonly used Hair et al (2014) recommend a minimum sample size of 50 for EFA, ideally aiming for 100 or more, with a preferred observation-to-analyte ratio of 5:1 or 10:1 In our study, we utilized a survey with 33 questions on a 5-point Likert scale, equating to 33 observed variables Based on the 5:1 ratio, the minimum sample size required is 165, and for the 10:1 ratio, it is 330 Thus, our study's sample size ranges from 165 to 330, exceeding the minimum recommendations.
Our study will involve a sample size of 300 participants, adhering to the guidelines set by Roscoe et al (1974), Comrey & Lee (1992), Tabachnick & Fidell (2007), and Hair et al (2014) The research focuses on Generation Z individuals who are currently living, studying, and working in Ho Chi Minh City Data collection will be conducted through a Google Form survey, with the survey taking place from January to February 2024, involving a total of 300 respondents from the city.
RESEARCH RESULTS
CHARACTERISTICS OF RESPONDENTS
In Ho Chi Minh City, data was gathered from Generation Z using Google Forms, resulting in 650 survey responses After thorough screenings and tests, 300 valid samples were analyzed for each sustainable fashion category in the dataset, ensuring compliance with the research criteria The study focused on specific characteristics outlined in the analysis.
The age distribution of the sample varied from 12 to 28 years, with 29.7% of participants aged 12 to 18 and 39.3% falling within the 19 to 22 age range Furthermore, 31% of the individuals surveyed were between the ages of 23 and 28.
The study surveyed 93 respondents to explore upcycling clothes among different age groups, revealing that 70 participants (23.3%) were aged 12 to 18, while 136 respondents (45.3%) fell within the 19 to 22 age range, and 94 (31.3%) were again in the 19 to 22 range Targeting the Gen Z audience to understand sustainable behavior, the research aimed to broaden the survey's scope The findings indicate a relatively balanced distribution across age groups, with those aged 19 to 22 representing the largest segment in the study.
Gender: With Second-hand clothes, there are 131 men (56.3%) and 169 women
The survey on upcycled clothes included 124 men (41.3%) and 176 women (58.7%), indicating a predominance of female participants This gender distribution provides valuable insights for the research team, revealing that both men and women have a similar need and intention to use second-hand clothing.
In a survey on second-hand clothes, 62 individuals (20.7%) reported an income of less than 5 million VND per month, while 136 individuals (45.3%) earned between 5 million and 10 million VND monthly Additionally, 69 participants (23%) had an income ranging from 10 to 20 million VND, and 33 individuals (11%) earned over 20 million VND per month The findings also included data on upcycled clothes, highlighting the income distribution among respondents.
In a recent survey, income distribution revealed that 17% of respondents earn 5 million VND per month, while 46% fall within the 5 to 10 million VND range Additionally, 19.3% of participants earn between 10 to 20 million VND, and 17.6% earn over 20 million VND monthly The majority of respondents reported having stable incomes, indicating that the 5 to 10 million VND income bracket represents the highest percentage among the surveyed individuals.
Second-hand clothing Upcycled clothing Frequency Percent Frequency Percent
Source: Authors analysis survey data
DESCRIPTIVE MEASUREMENT RESULT
Table 4 presents an outline of constructs, detailing the mean, median, minimum, maximum, and standard deviation for each item The mean value reflects the average responses, shedding light on consumer perceptions regarding agreement or disagreement with the questionnaire items In contrast, the median represents the middle score in a sorted list of values Additionally, the standard deviation reveals the extent of data variation among respondents based on a five-point Likert scale A higher standard deviation indicates greater variability within the dataset, suggesting that data points are more dispersed from the mean, which signifies a broader distribution of responses.
Table 4: Statistical value of indicators
Construct Item Mean Median Minimum Maximum
SC uc sc uc sc uc sc uc
EV VI 0.000 -0.000 0.056 -0.011 -2.018 -1.776 1.111 1.701 EVV2 -0.000 0.000 0.000 -0.015 -2.097 -1.502 1.902 1.636 EVV3 -0.000 0.000 -0.064 -0.023 -1.520 -1.920 1.902 1.632 EVV4 0.000 -0.000 -0.101 0.044 -2.058 -1.552 2.753 1.346 Aesthetic Risk ARi -0.000 0.000 -0.124 -0.031 -2.366 -2.120 1.389 1.759
AR2 0.000 0.000 0.078 -0.065 -0.830 -1.447 1.423 1.719 AR3 -0.000 -0.000 0.071 -0.013 -0.834 -1.468 1.411 1.813 AR4 -0.000 -0.000 -0.124 0.120 -2.347 -2.769 1.477 2.240 Sanitary Risk SRI 0.000 -0.000 0.013 0.020 -1.364 -2.417 0.917 1.405
SR2 0.000 -0.000 -0.089 0.053 -2.069 -1.352 1.543 1.506SR3 0.000 -0.000 -0.087 -0.031 -2.068 -1.498 1.546 1.947SR4 -0.000 0.000 0.003 -0.046 -0.939 -2.087 1.400 2.143Individualism ID1 -0.000 -0.000 0.002 0.049 -1.405 -1.893 1.073 1.991
Source: Inspecting results of the author
GC1 -0.000 0.000 0.082 0.013 -1.962 -2.080 1.543 2.107 GC2 0.000 -0.000 -0.055 -0.010 -1.893 -2.186 1.393 2.117 GC3 -0.000 -0.000 -0.010 0.008 -1.557 -2.055 1.080 2.089 eWOM EW1 -0.000 -0.000 0.157 -0.145 -2.421 -1.920 3.096 2.246
MEASUREMENT MODEL
4.3.1 Outer loadings of observed variables
In PLS-SEM (Partial Least Squares Structural Equation Modeling), outer loadings are crucial indicators that reflect the strength of the relationship between observed variables and the latent variables they measure A higher correlation between these variables indicates a greater suitability of the indicator for measuring the latent variable, resulting in higher outer loading values Each observed variable, or indicator, has outer loadings that range from 0 to 1.
A value of 1 denotes that the indicator perfectly reflects the latent variable, while a value of 0 indicates that the indicator has no relationship whatsoever with the hidden variable.
According to Hair et al (2016), the outer loadings of quality-related observable variables should be 0.708 or higher In SMARTPLS, the outer loadings are defined as the square root of the absolute value of the R² from the latent variables to the sub-observed variables.
Hair et al (2016) indicate that the outer loadings presented in Tables 5 and 6 demonstrate that all observed variables have loading factors exceeding 0.7 This suggests that these variables are significant and do not require elimination.
Table 5 Outer Loadings of Second-hand Clothing
AR EV EVV EW GC ID PA PI SR IDx
Source: Inspecting results of the author
Table 6 Outer Loadings of Upcycled Clothing
AR EV EVV EW GC ID PA Pl SR
Source: Inspecting results of the author
4.3.2 Reliability and Convergent Validity of Constructions
Cronbach's alpha is a key measure of reliability in social and organizational sciences, assessing whether multiple items intended to measure the same construct yield consistent scores This internal consistency measure ranges from zero to one, with values between 0.6 and 0.7 indicating acceptable reliability, while values of 0.8 or higher signify very good reliability However, values exceeding 0.95 may suggest redundancy The research team analyzed data from Tables 7 and 8, conducting a reliability assessment with Cronbach's Alpha, and found that all scales fell within the acceptable range of above 0.6 and below 0.9, confirming their suitability for reliable inclusion without the need to exclude any variables.
The author evaluates the reliability through SMARTPLS by two main indicators:
Cronbach's Alpha and Composite Reliability (CR) Composite Reliability (CR) is preferred by many researchers over Cronbach's Alpha because composite reliability is
“a measure of internal consistency reliability that assumes equal indicator loadings"
(Hair et al., 2019), and Cronbach's Alpha underestimates reliability compared to CR
In the context of PLS-SEM, Hair et al (2019) suggest that composite reliability is a more suitable measure of internal consistency than Cronbach's Alpha, which has limitations in population analysis Nonetheless, all values of Cronbach's Alpha still satisfy the necessary conditions, indicating that these indicators effectively assess the concept.
Chin (1998) asserts that a Composite Reliability (CR) value of 0.6 or higher is essential for reliable research As indicated in Table X, the reliability assessment of factors related to Sponsored Content reveals that all scales demonstrate Cronbach's Alpha and Composite Reliability scores exceeding 0.6, confirming their reliability and validity.
Table 7 Assessment of measurement model (Second-hand clothing)
Source: Inspecting results of the author
Source: Inspecting results of the author
Garson (2016) indicates that a HTMT index below 1 confirms discriminant validity between two latent variables Henseler et al (2015) suggest a threshold of less than 0.9, while Clark & Watson (1995) define a more stringent standard of less than 0.85 Given the importance of the HTMT index, this study adhered to Garson's (2016) criteria As shown in Table 6, all HTMT values are below 1.0, demonstrating that the measurement scales for Second-hand clothes and Upcycled clothes possess discriminant validity.
Table 9 Heterotrait-Monotrait Ratio Matrix of Second-hand clothing
AR EV EVV EW GC ID PA PI SR
Source: Inspecting results of the author
Table 10 Heterotrait-Monotrait Ratio Matrix of upcycled clothing
AR EV EVV EW GC ID PA PI SR
Source: Inspecting results of the author
ASSESSMENT OF STRUCTURAL MODEL
Before testing the hypothesis model, the multi-collinearity evaluation is done to determine whether multicollinearity exists in the structure model.
Table 11 Collinearity Statistics: variance inflation factor (VIF) result of Second -
Source: Inspecting results of the author
Table 12 Collinearity Statistics: variance inflation factor (VIF) result of
Source: Inspecting results of the author
The analysis presented in Tables 11 and 12 indicates that the Variance Inflation Factor (VIF) values for all indicators in this research are below the acceptable threshold of 5, as established by Hair et al (2017) Consequently, it can be concluded that the study model is free from multicollinearity issues.
4.4.2 Path coefficient and hypothesis testing
The research teams are employing a bootstrapping method with 5,000 subsamples to ensure the accuracy of PLS estimates after validating the structural model (Hair et al., 2017) The R² values for Product Attitude (PA), E-WOM (EW), and Purchase Intention (PI) are 0.356, 0.062, and 0.204, respectively, as indicated in Table 16 The next chapter will detail the explanation of the path coefficients presented in the illustration.
Figure 3 Structural model and results of PLS-SEM (Second-hand clothing)
The analysis of Table 13 reveals that the majority of hypotheses in this model are supported, with the exception of H2a, which posits that the perceived aesthetic risk of circular fashion products negatively influences consumers' attitudes towards these products, as well as H4a and H4b.
"Individualism will have a moderating effect on the relationship between consumer's
The concern over greenwashing is expected to moderate the relationship between product altitude and purchase intention in circular fashion However, the p-values for the control variables indicate that these relationships are not statistically significant, as they exceed the threshold of 0.05.
The study reveals that Customer Perceived Value, encompassing Emotional Value and Environmental Value, along with Sanitary Risk, Product Attitude, and E-WOM significantly influence Purchase Intention, as indicated by p-values below 0.05 Additionally, the findings support the hypothesis that Product Attitude is positively and significantly related to E-WOM.
In order to assess the moderating effects of variables on the relationship between Customer Perceived Value and Product Attitude (PA), SmartPLS was utilized The findings indicate that Individualism (ID) significantly moderates the influence of Customer Perceived Value on Product Attitude.
Table 13 Assessment of structural model of Second-hand clothing
Source: Inspecting results of the author
The research teams employ a bootstrapping method with 5,000 subsamples to ensure the accuracy of PLS estimates after validating the structural model (Hair et al., 2017) The R² values for Product Attitude (PA), E-WOM (EW), and Purchase Intention (PI) are 0.356, 0.062, and 0.204, respectively, as indicated in Table 16 The subsequent section of the chapter will elucidate the path coefficients illustrated.
Figure 4 Structural model and results of PLS-SEM (Upcycled clothing)
The analysis from Table 14 indicates that the majority of hypotheses in the model are accepted, with the exceptions being HI b, which states that the perceived environmental value of circular fashion products positively influences consumers' attitudes towards these products, H2b, which suggests that perceived sanitary risks negatively affect consumer attitudes, and H4a and H4b, which propose that individualism moderates the relationship between perceived risks (aesthetic and sanitary) and attitudes towards circular fashion The p-values for these control variables exceed 0.05, indicating that these relationships are not statistically significant.
The study's findings reveal that Emotional Value (EV), Aesthetic Risk (AR), Product Attitude (PA), and E-WOM (EW) significantly influence Purchase Intention (PI), with p-values below 0.05 Additionally, the results support the hypothesis that Product Attitude (PA) has a positive and significant relationship with E-WOM (EW).
To evaluate the moderating effects of specific variables on the relationship between Customer Perceived Value and Product Attitude (PA), SmarlPLS was utilized The findings indicate that Individualism (ID) significantly moderates the influence of Customer Perceived Value on Product Attitude.
The study utilized SmartPLS to examine the moderating effects of individualism (ID) and greenwashing concern (GC) on the relationships between customer perceived value and product attitude (PA), as well as between product attitude (PA) and purchase intention (PI) The findings indicate that individualism significantly moderates the relationship between customer perceived value and product attitude, while greenwashing concern also plays a moderating role in the connection between product attitude and purchase intention.
Table 14 Assessment of structural model of Upcycled clothing
Source: Inspecting results of the author
DISCUSSION OF RESULTS
The results of the study revealed several key findings:
The study reveals that emotional value positively influences product attitude for both secondhand and upcycled clothing, while environmental value only impacts secondhand clothing The upcycling market in Vietnam is still emerging, with production processes that consume energy and resources, limiting the environmental value's effect on upcycled clothing attitudes However, environmental value can indirectly influence upcycled clothing attitudes through individualism Secondhand clothing promotes sustainability by reselling unused items, reducing waste, and conserving resources, while sanitary risks negatively affect attitudes towards secondhand clothing due to inconsistent cleanliness standards In contrast, upcycled clothing undergoes thorough cleaning and refurbishment, mitigating sanitary concerns Interestingly, aesthetic risk positively impacts upcycled clothing attitudes, as its unique designs appeal to Gen Z consumers, while secondhand shoppers often prioritize affordability and longevity over fashion trends.
Research indicates that Product Attitude significantly influences Purchase Intentions for both Secondhand and Upcycled clothing Specifically, a positive Product Attitude enhances eWOM intention, which in turn positively affects Purchase Intention These findings align with previous studies demonstrating that an individual's attitude towards a product plays a crucial role in their information processing, decision-making, and behavior.
The study examined the role of Individualism as a moderating variable in shaping Product Attitude towards Upcycled and Secondhand clothing It was found that Individualism influences Perceived Value—both Emotional and Environmental—affecting Product Attitude for these clothing types Notably, Individualism diminished the positive effect of Environmental value on Product Attitude for Upcycled clothing, as consumers with strong individualistic traits prioritize emotional connections and self-expression over environmental concerns Conversely, Individualism did not moderate the impact of perceived risks, such as Aesthetic and Sanitary risks, on Product Attitude for either clothing type, suggesting that consumers generally assess these risks similarly, regardless of their individualistic tendencies.
This study explored Greenwashing Concern as a moderating variable, revealing that it influences the relationship between Product Attitude and Purchase Intention for upcycled clothing, but not for secondhand clothing In the upcycled market, brands often emphasize sustainability, which can lead to consumer skepticism and affect their buying choices Conversely, the inherent reuse aspect of secondhand clothing fosters consumer confidence in transparency and sustainability, reducing worries about Greenwashing Concern.