Factors affecting green consumption intentions in the fashion industry in vietnam

Factors affecting green consumption intentions in the fashion industry in vietnam Factors affecting green consumption intentions in the fashion industry in vietnam

VIETNAM NATIONAL UNIVERSITY, HANOI

VIETNAM NATIONAL UNIVERSITY, HANOI

INTERNATIONAL SCHOOL

FACTORS AFFECTING GREEN CONSUMPTION INTENTION IN THE FASHION

INDUSTRY IN VIETNAM

SUPERVISOR: Nguyen Thi Kim Duyen

STUDENT: NGUYEN THI NGUYET MINH

STUDENT ID: E2300087 - 21070876

SUBJECT CODE: MGT400/ INS4022

SUBJECT CODE BY CLASS: INS40221

COHORT: QHQ 2021A

MAJOR: Marketing

Hanoi - Year 2025

DECLAIRATION OF ORIGINALITY

I hereby affirm that the graduation thesis entitled " Factors affecting green consumptionintentions in the fashion industry in Vietnam is the result of my original research and hasnot appeared in any other publication Throughout the process of writing this thesis, I havestrictly adhered to ethical research practices; all results presented are derived from my ownresearch and data collecting All citations utilized in this thesis are meticulouslydocumented in accordance with academic standards I assume complete responsibility forthe precision and veracity of the data, findings, and other elements of my graduation thesis

During the course of researching and finalizing my thesis titled “Factors Affecting GreenConsumption Intentions in the Fashion Industry in Vietnam,” I received significant helpand invaluable guidance from my lecturers, thesis advisor, and several individuals whoassisted me throughout this academic journey

I would like to sincerely thank my thesis advisor, Nguyen Thi Kim Duyen, for herdedicated supervision, insightful guidance, and constant support Her profound expertise,feedback, and commitment have played a crucial role in shaping the direction and quality

of my research

I am also deeply grateful to the instructors at the Faculty of Marketing, International School

- Vietnam National University, Hanoi, for providing me with a solid academic foundationand valuable perspectives that guided me throughout my research process

My sincere appreciation goes to all the respondents who took part in the survey for thisresearch Their valuable time, honest feedback, and willingness to share their perspectiveshave greatly contributed to the reliability and depth of this study

Finally, I would like to extend my heartfelt thanks to my family and friends for theirconstant support, encouragement, and motivation through both the triumphs and challenges.Their love and understanding have been the driving force behind my academicachievements

Even though I’ve put in my best effort to make sure this research is as accurate andthorough as possible, there may still be areas that can be improved I sincerely welcomeany constructive feedback and suggestions from professors, examiners, and futureresearchers to further enhance the quality of my work

This research analyzes the motivational factors driving green consumption intention in thefashion industry of Vietnam by applying the the Theory of Planned Behavior (TPB) Thestudy analyzed data from 388 respondents using Partial Least Squares Structural EquationModeling (PLS-SEM) Measurement model results confirmed reliability and validity ofconstructs with high outer loadings, Cronbanch’s Alpha, AVE and discriminant validityindices The findings reveal factors such as personal norms, attitudes toward greenconsumption, perceived behavioral control, subjective norms, and social media allinfluence consumers’ intention to engage in green fashion Notably, attitudes towards greenconsumption was found to have the most significant direct impact on green consumptionintention This study adds toto the literature and offers insight to fashion brands wishing toengage green consumers for further sustainable practices

DECLAIRATION OF ORIGINALITY iii

4.4.1 Convergent validity and composite reliability 40

LIST OF TABLE

Table 3 1: Questionnaire Matrix 19

Table 3 2: Degree of agreement on the Likert scale 22

Table 4 1 Participant gender 23

Table 4 2 Participant age group 24

Table 4 3 Participant academic level 25

Table 4 4 Participant monthly income 28

Table 4 5 Descriptive Stаtistics 29

Table 4.6 Reliаbility scаle summary 33

Table 4.7 KMO and Bartlett's Test 34

Table 4.8 Harman’s Single Factor Results 36

Table 4.9 Rotated Component Matrix 37

Table 4 10 Construct reliability and validity 40

Table 4.11 Discriminant Validity (Fornell & Larker criterion) 41

Table 4.12 Heterotrait-monotrait ratio (HTMT) – Matrix 42

Table 4.13 Collinearity statistics (VIF) 43

Table 4 14 Outer Loadings – Matrix running Partial Least Squares (PLS) 44

Table 4.15 R square 48

Table 4.16 Model Fit 49Table 4 17 Results of the Partial Least Squares Structural Equation Model with Path

Coefficients 49

ABBREVIATED VARIABLE TABLE

CHAPTER 1: INTRODUCTION 1.1 Problem statement

Sustainability is a key trend in today’s world playing a crucial role in ensuring a brand’slong-term existence The “green trend” is considered the most important for businesses toflourish over time The fashion world, as an industry leader, needs to ensure ecologicalbalance as a core strategy for many of the companies in the sector “Green fashion” refers

to clothes with a low environmental impact which are currently on-trend is an initiativewithin the fashion industry aimed at reducing environmental impact and encouragingethical production methods across the entire product lifecycle It focuses on usingsustainable materials like organic cotton, recycled fibers, and biodegradable textiles, alongwith manufacturing processes that conserve energy, reduce chemical usage, and minimizewaste (Henninger et al., 2016; Shen, 2014) Beyond environmental considerations, greenfashion also addresses social responsibility by promoting fair labor conditions andsupporting ethical supply chains (Mukendi et al., 2020) Green clothing is typicallyproduced using innovative materials and methods that do not cause environmental damage,conserve natural resources, and avoid harming human or animal health (Eifler, 2014;Magnuson et al., 2017) By aligning environmental stewardship with contemporary fashiontrends, green fashion has become a key strategy for reducing the negative impacts of fastfashion and advancing sustainable development goals within the global apparel sector Anincreasing number of fashionistas and brands are championing for the concept ofsustainable fashion Eco-fabrics are now available everywhere, and the material of products

is becoming the most important factor for many consumers A good example is Adidaswhich is now producing sports products that are made from sustainable materials This shiftreflects a growing consumer concern for the environment, as demonstrated by theincreasing attention and support for sustainable fashion initiatives

“Fast fashion” is considered the reigning champion of seductively trapping, consumerslured by low priced and appealing items The fast fashion industry is a significant

UNEP, 2024) As with many other industries, polyesters come with a hefty environmentalprice tag For one, they emit over 706 million tons of CO2 yearly Adding insult to injury,the fibers are made from coal, oil and ethylene What’s worse, the decomposing polyesterfibers become microplastics which pollute water sources and destroy ecosystems It takeshundreds of years for polyester clothing to break down Also, unsustainable practices infashion range from the massive exploitation of cheap labor With no supervision of laborstandards and human rights, the relocation of manufacturing to low wage countries hassubjected millions of workers to dangerous and immoral employment conditions.According to the report from the International Labour Organisation (ILO) in 2023, there arearound 94 million workers in the global garment industry, and 80 percent of these arewomen A good proportion of them are made to work under torturous circumstanceswithout any safety regulations or provisions of insurance and receive meager salary fortheir efforts.

While on the other hand, green fashion is overcoming these barriers and gainingprominence even among the lovers of fashion For the many well known brands that havecommitted to including renewed fibers in their offerings mark a new era of fashion, an era

of ‘green fashion’ This not only seeks to offset damage inflicted on nature, but also aims toimprove the conditions and rights of workers within the industry Numerous businesseshave adopted the latest technologies to produce eco-friendly polyester fibers made ofplastic waste from the oceans A multitude of brands are actively advertising their new ero-collections aimed at saving the ocean using scuba's marketing strategy Over 57% ofH&M's products' ingredients in 2020—including 100% of its cotton—were eithersustainably produced or recycled By 2030, the firm wants 100% of its goods to be madefrom recycled or sustainably produced materials solely (Thinh, 2022)

Partnerships between ocean conservation organizations and Adidas resulted in the creation

of sneakers entirely made from ocean waste, showcasing the brand’s commitment towardssustainability (Adidas, n.d) In addition, Salvatore Ferragamo (2017) also took anotherinnovative step by using shredded orange peels with oranges fiber to manufacture theworld's first ever citrus fabric The new lightweight and silky textiles serve as a primeexample of converting waste materials into high quality eco friendly resources Having

such initiatives from well-known brands show how the fashion industry is slowly changing

to more sustainable practices

The national economy depends much on Vietnam's textile and apparel sector, which alsosignificantly increases industrial output, export income, and employment (InternationalLabour Organization, 2021) Vietnam is now the fifth-largest textile and apparel exporter

by GDP, behind only China, India, Italy, and Germany; over the past five years, the nationhas seen a near doubling of exports in textiles, apparel, and footwear (Finn 2019;International Labour Organization, 2021) Having extensive field experience, Vietnam hasevolved unique characteristics in its clothing sector that distinguish it from other Asianmarkets, including a customizing tailoring and skilled labor culture (International LabourOrganization, 2021)

Though average income levels remain somewhat low, Vietnamese consumers, especiallythe younger generation like Gen Z, still see fast fashion companies like Zara and H&M asaspirational (Duy & Quang, 2024) Through reasonably high-quality materials within theirprice range, stylish designs, and reasonable pricing, these businesses attract to localconsumers The remarkable performance of these foreign stores emphasizes Vietnam'sdeveloping potential as a market YouGov (2017) reports that 27% of Vietnameseconsumers throw away clothes within a year after purchase - a greater proportion thanChina (23%) and well above nations including Australia (4%), Hong Kong (6%), andSingapore (6%)

But Vietnam's fast industrial expansion - especially in textile production - has presentedserious environmental problems Environmental rules implemented by the government stillshow insufficient enforcement According to Loan (2012) around 60% of industrial effluent

is dumped untreated into natural ecosystems Furthermore noted by Dao and Ofori (2010)are three-quarters of Vietnam's industrial zones devoid of centralized wastewater treatmentsystems Given the national exploitation of water resources, this is extremely alarming.Only 30% of wastewater is treated in the Red River Delta, a region that accounts for over

2014) These results underline the great necessity of sustainable industrial practices andstricter regulatory enforcement.

In spite of these environmental issues, green consumption, especially in fashion, remains aquite young field of study in Vietnam Still, a 2019 Nielsen study revealed that Vietnameseconsumers are the most ecologically conscious in Southeast Asia (Nielsen, 2019),suggesting great future possibilities for extending sustainable consumer behavior TheMinistry of Industry and Trade estimates that during the decade 2021-2023 the demand forgreen products in Vietnam will rise on average by 15% (Anh, 2024) Rising awareness andconcern for environmental protection is shown by 72% of Vietnamese consumers express awillingness to pay a premium for eco-friendly products (Anh, 2024) In Vietnam, mostresearch focuses on green consumption behavior, with limited studies specificallyaddressing green consumption in the fashion industry (Hoang, 2016; Hoang et al., 2018).Additionally, existing studies on green and sustainable consumption are often confined to asingle province or city As a result, investigating the factors influencing green consumptionintentions within the fashion sector holds significant practical value, aligning withVietnam's sustainable development goals and global trends

In this context, it is vital for brands attempting to make the shift to green fashion tocomprehend the consumer intention Answering the fundamental research questions aboutpersonal norms, attitudes toward green consumption, subjective norms, the impact of socialmedia, perceived behavioral control, helps in understanding the reasons behind the greenconsumption intention in Vietnam’s fashion industry This study aims to tackle these issues

by conducting data analysis and research in order to help brands make effective andsustainable decisions regarding fashion

1.2 Research Questions

RQ1: What are the key psychological and social determinants influencing green

consumption intention in the fashion industry in Vietnam?

RQ2: Among personal norms, attitudes toward green consumption, perceived behavioralcontrol, subjective norms, and social media, which factor most strongly predicts greenconsumption intention?

1.3 Research Objectives

To understand and interpret the factors influencing green consumption intention inVietnam's fashion industry, assisting companies in strategically and sustainably resolvingissues pertaining to fashion

1.4 Structure of research

There are five key chapters to this thesis The study topic is introduced in Chapter 1together with its theoretical and pragmatic importance It lists the main study questions andaims of the work Chapter 2 develops the conceptual basis for the research and offers thetheoretical context Chapter 3 provides a detailed description of the research methodology,including the research model, hypotheses derived from previous studies, sample strategy,data collection techniques, participant characteristics, and the development of the surveyinstrument Chapter 4 focuses on data analysis, including the evaluation of themeasurement and structural models, and the testing of the hypotheses using SPSS and PLS-SEM methods Finally, Chapter 5 covers the results, responds to the research questions,offers advice, and addresses constraints together with possible future directions for study

CHAPTER 2: LITERATURE REVIEW 2.1 Key Concepts

Green Consumption

Green consumption broadly refers to consumer behaviors that aim to reduce negativeenvironmental and societal impacts while promoting personal well-being (Kumar & Yadav,2021) It involves the conscious decision to buy, use, and discard products and services inways that preserve natural resources and reduce pollution, ensuring sustainability forpresent and future generations (Nguyen et al., 2018) Green products are environmentallyfriendly items that minimize pollution and reduce harm to natural resources throughouttheir entire lifecycle, from production to consumption (Vazifehdoust et al., 2013; Elkington,1994) Green consumption, therefore, prioritizes sustainability and eco-friendliness byencouraging consumers to purchase such products (Al-Quran et al., 2020)

Psychologically, green consumption reflects a person's intention to choose products thatminimize environmental harm, considering factors such as ingredients, productionprocesses, and overall environmental footprint (Jaiswal et al., 2021) Moreover, itrepresents a proactive effort by consumers to support products and services aligned withbroader environmental values (Otterbring et al., 2023) As noted by ElHaffar et al (2020),green consumption places ethical responsibility on individuals to address environmentalconcerns by adopting behaviors such as purchasing organic goods, utilizing renewableenergy, and supporting businesses with sustainable practices

Green purchase, a subset of green consumption, specifically emphasizes the behavior ofchoosing environmentally conscious products and services, representing a complex form ofprosocial and ethical decision-making (Joshi & Rahman, 2015; Chan, 2001)

The global push for environmental sustainability, accelerated by initiatives like the ParisClimate Agreement and the European Green Deal, alongside heightened ecologicalawareness following the COVID-19, has underscored the rising significance of greenconsumption worldwide (Severo et al., 2021) Customers are showing a growing readiness

to pay more for sustainable options, reflecting a broader shift in consumer values towardenvironmental stewardship.

Green Consumption Intention

Green consumption intention denotes a person's deliberate willingness and plannedcommitment to engage in behaviors that support environmental sustainability (Joshi &Rahman, 2015) It reflects consumers' beliefs about a series of actions related toconsumption (Ajzen & Fishbein, 2004) It represents a critical antecedent to actual greenconsumption behavior, although there is often a disparity between intention and actualbehavior

Attitudes and purchase intentions are formed based on anticipated positive or negativeconsequences, which may be influenced by personal internal drives or external socialfactors (Kumar & Smith, 2018; Zafar et al., 2021) Research in consumer behavior hasconsistently shown that consumption intention is a reliable indicator of actual purchasingdecisions, emphasizing its critical role in shaping sustainable consumption choices (Tong etal., 2023)

In recent years, heightened awareness of sustainability and health-related problems,particularly after the COVID-19 pandemic, has further strengthened consumers’ greenconsumption intentions (Yang et al., 2017; Yan et al., 2021) Research indicates thatGeneration Z, in particular, is motivated to purchase green products primarily due toecological and health concerns (Taufque & Vaithianathan, 2018) This shift highlights howglobal events and evolving consumer priorities can significantly influence sustainablepurchasing behaviors

Moreover, the growing reliance on technology-driven platforms and social media s andsocial media channels has intensified the dissemination of environmental information.During COVID-19, consumers across all age groups increasingly turned to digital andsocial media to access environmental content, which further strengthened their

Green consumption intention not only reflects consumers' demand for eco-friendly productsbut also their intrinsic approval and commitment to implementing sustainable behaviors Asnoted by Zhao Zhigeng (2010), it serves as a strong indicator for predicting actual greenpurchasing behavior Carlson (2022) further emphasizes that understanding and fosteringgreen consumption intentions are critical steps toward encouraging widespread adoption ofsustainable consumption patterns.

In Vietnam, although environmental consciousness is steadily increasing, research on greenconsumption intention - particularly in the fashion sector - remains relatively limited.Investigating the psychological, social, and media-driven factors that shape greenconsumption intentions is therefore essential for promoting more sustainable purchasingbehaviors among Vietnamese consumers

2.2 Theoretical Framework

2.2.1 The Theory of Planned Behavior (TPB)

Figure 2 1 Ajzen's Theory of Planned Behavior (1991)

is a widely recognized model in socio-cognitive research, offering a framework forunderstanding and predicting human behavior According to TPB, the key determinant ofactual behavior is an individual’s behavioral intention, which is their readiness orwillingness to engage in a specific action The theory identifies three primary factors thatinfluence this intention: attitude, subjective norms, and perceived behavioral control (PBC).Attitude reflects the personal evaluation of the behavior, whether favorable or unfavorable,which impacts the likelihood of performing that behavior (Ajzen, 1991) Subjective normsrefer to the perceived social pressure from significant others, influencing decision-makingand intentions (Ajzen, 1991) Meanwhile, PBC represents the individual’s perception oftheir ability and the availability of resources to carry out the behavior, taking into accountboth internal factors (such as skills or confidence) and external constraints (Ajzen, 1991).

This model is widely used in research to understand behavior that is influenced by socialand contextual factors, and it has found particular relevance in the study of sustainablebehaviors, such as green consumption Researchers like Han et al (2010) and Han & Kim(2010) expanded upon the TPB by integrating subjective norms, thereby emphasizing therole of social influences in shaping individual behaviors When a collective consensusforms, it strengthens an individual's commitment to environmentally friendly actions (Barth

et al., 2016) Additionally, TPB provides valuable insights into how psychological andsocial factors influence behavior, shedding light on how individuals adapt their actions inresponse to changing circumstances, whether environmental or situational (Moon et al.,2018)

2.3 Hypothesis Development

Personal Norms (PN)

Personal norms (PN), or chuẩn mực cá nhân, are internalized moral beliefs and imposed obligations that guide an individual’s perception of appropriate behavior in a givencontext (Hong et al., 2024) These norms stem from one’s deeply held values, ethicalstandards, and a personal sense of duty, functioning independently of external social

as peers, family, or societal standards, personal norms are intrinsically motivated and regulatory (Sia et al., 2019; Han & Hyun, 2018).

self-The foundation of personal norms lies in one’s moral consciousness and sense of individualresponsibility When a person perceives a situation as morally significant—particularly inareas like environmental protection, public health, or social justice—personal normsbecome a powerful motivator for action This intrinsic motivation often persists even whenthere is no external reward or social recognition, highlighting the strength and autonomy of

PN in shaping human behavior (Hong et al., 2024)

Besides, Choi et al (2015) emphasizes that individuals with higher awareness of ecologicalthreats are more likely to feel morally responsible, thus reinforcing their personal normsand prompting them to adopt sustainable behaviors, such as recycling, conserving energy,

or reducing consumption

Moreover, personal norms not only reflect one’s values but also reinforce behavioralconsistency with those values When behavior aligns with internal norms, individualsexperience psychological comfort and integrity; conversely, violations of personal normsmay result in guilt or cognitive dissonance As such, PN serve as an internal moral compass,guiding behavior based on ethical self-evaluation rather than external validation(Kiatkawsin & Han, 2017)

H1: Personal norms have a positive impact on green consumption intention

Attitudes toward green consumption (ATGC)

An individual's attitude toward a specific behavior refers to their personal judgment ofwhether engaging in that behavior is positive or negative (Ajzen & Fishbein, 1980) In thefield of consumer behavior studies, attitude reflects personal tendencies, shapingconsumers' perceptions of what is attractive or unattractive (Altmann, 2008) Theseperceptions significantly impact purchasing choices, particularly in terms of productpreference and environmental considerations (Schwepker & Cornwell, 1991) Findingsfrom Stanislawski et al (2013) further demonstrate that, among various influencing factors,

an individual's attitude toward environmentally friendly consumption stands out as aprimary factor in predicting their willingness to make eco-conscious purchases.

Accordingly, the following hypothesis is formulated:

H2: Attitudes toward green consumption positively influence green consumption intention

Perceived Behavioral Control (PBC)

Perceived behavioral control (PBC) refers to an individual's perception of how much effort

or ease is associated with performing a specific behavior (Yeh et al., 2021; Sinh et al.,2024) Rather than indicating actual outcomes, PBC captures a person’s self-assessedcapability to perform the action in question (Sinh et al., 2024) When individuals feelconfident in their ability to overcome potential difficulties, they are more likely to developstronger motivation and intention to act (Yeh et al., 2021)

In terms of green consumption, PBC reflects how people perceive their ability to make friendly choices - for example, whether they have access to green products, whether thoseoptions are affordable, or if making the switch fits into their lifestyle (Sinh et al., 2024).This perception significantly impacts whether consumers choose sustainable practices, asthey weigh both supporting and limiting factors in their decision-making process

eco-According to Ajzen (1991), PBC not only influence a person’s intention to act but can alsopredict actual behavior when individuals accurately assess their level of control Previousresearch suggests that people who care about the environment are more likely to take greenactions if they feel those actions can truly make a difference (Sreen et al., 2018).Furthermore, when individuals believe they have what it takes to act sustainably, they aremore likely to do so (Chaudhary & Bisai, 2018)

H3: Perceived behavioral control positively influences green consumption intention

Subjective Norms (SN)

Subjective norms, or social influence, refer to how people perceive the expectations andopinions of those around them when deciding whether to perform a certain behavior (Ajzen,1991; Sinh et al., 2024) These norms are influenced by the opinions and expectations offamiliar social contacts, including family, friends, colleagues, and media sources (Fishbein

& Ajzen, 1975; Zahan et al., 2020), which can significantly impact decision-making(Fishbein & Ajzen, 1975; Zahan et al., 2020) Two main factors determine how much thesenorms influence behavior: first, how strongly others support or oppose the action, andsecond, how motivated the person is to follow those expectations (Sinh et al., 2024)

In purchasing decisions, particularly those involving green or eco-friendly products,subjective norms play a significant role Perceived social pressure can strongly influenceconsumer tendencies, including green purchasing behavior (Chen & Tung, 2014; Zahan etal., 2020) Customers may choose green products as a mean of conforming to societalexpectations, demonstrating their willingness to endure inconveniences in order to alignwith strong social norms (Nguyen et al., 2017; Zahan et al., 2020) Ultimately, these socialpressures shape how individuals form opinions and make decisions in alignment withperceived societal standards (Han et al., 2010; Park, 2000; Zukin & Maguire, 2004)

H4: Subjective norms positively influence green consumption intention

Social media (SM)

Social media comprises a range of online platforms, applications, and digital channels thatpromote interaction, collaboration, and content distribution (Erkan & Evans, 2016) Well-known platforms like Facebook, Twitter, and weblogs provide spaces where users canconnect with others who share similar interests, forming communities around commonthemes (Sun & Wang, 2019) As mobile devices become more widespread, social mediahas rapidly grown in popularity, integrating seamlessly into daily life and constantlyadapting to users' evolving needs (Zatwarnicka-Madura et al., 2022) Serving as aninteractive digital space, social media enables content creation and dissemination, allowingusers to exchange diverse insights and opinions on products and services (Zatwarnicka-Madura et al., 2022) This adaptability enhances its value as a marketing tool, providing

advertisers with opportunities to connect with consumers who align with specific lifestylesand interests.

The advent of social media has reshaped how consumers and businesses interact,particularly concerning discussions on environmentally friendly and conventional products

It enhances the shopping experience by making it more engaging, participatory, andcommunity-driven (Singh & Sonnenburg, 2012; Wang, Yu, & Wei, 2012) To takeadvantage of this trend, businesses are strengthening their presence on digital platforms andengaging more directly with consumers Notably, millennials tend to support eco-consciousbrands with a robust online presence (Smith & Brower, 2012)

As one of the most influential and easily accessible information sources, social media is akey driver in shaping personal, corporate, and societal norms (Park et al., 2015) Its broadreach across diverse demographics has made it a strategic tool for businesses to disseminateand exchange information effectively (Tan et al., 2018) Among the various platforms,Facebook, Twitter, Instagram, and WeChat have proven particularly influential,demonstrating their ability to mold public opinion and guide consumer decisions (Wang etal., 2021)

H5: Social media has a positive effect on green consumption intention

Figure 2.2 Conceptual model developed by author

CHAPTER 3 METHODOLOGY 3.1 Research Paradigm

The aim of descriptive research is to systematically explore and describe the characteristics

of a population or phenomenon being studied (Saunders et al., 2023) This method ofresearch makes use of observation and description, rather than attempting to establishcausal relationships or identify the sources of specific variables For this particular research,the descriptive approach was selected because it is believed to be appropriate for examiningthe intended green consumption intention within Vietnam’s fashion industry in thisparticular population With this method, it is possible to investigate comprehensively thevarious subjective norms, personal norms, attitudes towards green consumption, perceivedbehavioral control and social media

3.2 Research Process

Figure 3 1 Research process outlined by the author

The research process starts with identifying the research problem From there, a thoroughliterature review follows, which helps to construct the study model based on the Theory ofPlanned Behavior (TPB) Once the research questions and objectives are refined, apreliminary test is carried out with 15 participants After this, the final questionnaire isprepared for data collection The data analysis phase includes testing reliability and validitythrough Cronbach’s Alpha and Exploratory Factor Analysis (EFA) in SPSS, followed by

applying SmartPLS for construct reliability and validity checks, PLS-SEM, andConfirmatory Factor Analysis (CFA) Finally, the study findings are discussed, leading toconclusions and actionable recommendations.

3.3 Research Design

3.3.1 Sample

Sampling Population

The sampling population for this study is made up of individuals aged 18 and up who live

in all three regions of Vietnam and have expressed an interest in or participated in greenfashion They have different academic and financial levels The sample is chosen toguarantee a wide representation of consumer perspectives, including different levels ofawareness, involvement, and intent to participate in green consumption in the fashion sector

Hair et al (2014) suggest that a minimum sample amount of 50 is suggested for conductingexploratory factor analysis (EFA), although it is recommended to have a sample size of 100

or more for better reliability In EFA, the typical ratio of observations to variables is 5:1 or10:1 In this context, "observations" are the valid survey responses required, while

"measurement variables" are the survey questions used to evaluate the factors within theresearch model

For this research, a 10:1 ratio has been used, and the formula for determining the minimumsample size is shown below:

N = 10 × Number of measurement variables in EFAWhere:

 N represents the minimum sample size required

 Number of measurement constructs refers to the number of questions in the survey,each representing an observed variable within the research model

Meanwhile, the actual responses are 388, exceeding the minimum requirement and

ensuring high validity and reliability for the research

Data collection

A sample frame is defined as a list or database that identifies the target population, serving

as the foundation for selecting the sample In this research, the sample frame is designed toreflect the demographic profile of individuals aged 18 and older living in Vietnam Bydoing so, it guarantees that the sample accurately represents the population, enabling theresults to be generalized to a broader group According to Neuman (2014), applyingdemographic factors into the sample frame helps minimize potential sampling biases andensures fair representation of all groups

The study will apply stratified random sampling to guarantee the sample accurately reflectsthe population and to minimize any potential bias in the selection process This methodinvolves categorizing the population into various subgroups based on demographic factorslike age, gender, occupation, and educational background From each subgroup, a randomsample is then chosen to ensure that each category is proportionally represented in theoverall sample

Secondary Data

Secondary data is collected through a review of existing literature on green consumptionintention in the fashion industry in Vietnam This encompass academic journals, industryreports, case studies, government publications, websites, books, journal articles, andinternal records These findings will provide a basis for comparison with the primary datacollected through a survey

Primary Data

Primary data collection involves direct interaction between the researcher and the targetdemographic (Ajayi, 2023) This information is critical for understanding greenconsumption intention in Vietnam's fashion industry and the variables driving them

3.4 Research Method

Bryman (2016) defines quantitative research technique as the controlled and standardizedcollection and processing of numerical data, which allows for statistical analysis andgeneralization of results The survey questions are intended to collect information from alarge number of participants, thereby supporting statistical analysis and comparisonbetween groups (Creswell, 2014) In this study, Google Forms is used as a data collectiontool due to convenience and easy to use for both researchers and participants This toolhelps to optimize data collection from a large set of objects, contributing to building ahigher representative research model The survey will be distributed through socialnetworking platforms such as Facebook, Instagram and WhatsApp, in order to approach avariety of target groups from many different social platforms, thereby expanding the scope

of research

3.5 Questionnaire Design

The questionnaire used in this research consists of 2 parts The first part is DemographicInformation which containing 7 questions designed to gather general information about theparticipants The subjects were instructed to give information about their gender, age,residence, monthly income, education background, marital status, and occupation.Additionally, there is a question regarding how often the participants purchase greenfashion products in a year The second part includes 27 measuring items, categorized into 6groups: Personal Norms (PN), Attitudes Toward Green Consumption (ATGC), SubjectiveNorms (SN), Social Media (SM), Perceived Behavioral Control (PBC), and GreenConsumption Intention (GCI) These items are designed to assess the participants'environmental awareness, personal responsibility, consumption behaviors, and attitudestoward green fashion products

Table 3 1: Questionnaire Matrix

Norms (PN) makes me a better person (2015)

PN2: I feel responsible for consideringenvironmental impact when making fashionchoices

Likert 1-5 Michel et

al (2022)

ATGC2: I believe that purchasingsustainable fashion products contributes toreducing natural resource waste

Likert 1-5

ATGC3: I think buying green fashionproducts supports the conservation of naturalresources

Wu, S., &Chen, J.(2014)

SN2: I recognize a connection betweensocial progress and green fashion products

Likert 1-5

SN3: I understand that national policies arelinked to the promotion of green fashionproducts

Likert 1-5

SN4: I consider purchasing green fashionproducts to be essential.

Likert 1-5

SN5: I believe that choosing green fashionproducts brings benefits to both individualsand society

Likert 1-5

Social Media

(SM)

SM1: I engage with others on social media

to discuss green fashion products

Likert 1-5 Xie, S.;

Madni,G.R.(2023)

SM2: Social media content influences mydecision to purchase green fashion products

Likert 1-5

SM3: I rely on environmental informationfrom social media to gather feedback ongreen fashion products

Likert 1-5

SM4: I trust the information about friendly fashion products shared on socialmedia

does not demand additional effort

Likert 1-5

PBC5: I have many opportunities toincorporate green fashion products into mysustainable lifestyle

(GCI) for eco-friendly and sustainable reasons (2021).

GRI3: I am willing to pay more for greenfashion products that are sustainable andenvironmentally friendly

Likert 1-5

GRI4: I will consider buying green fashionproducts due to their reduced environmentalfootprint

CHAPTER 4: ANALYSIS

The measurement and structural analysis is done using the Partial Least Squares (PLS)method, while the measurements were done through the Statistical Package for the SocialSciences (SPSS) program

4.1 Respondent Analysis

Table 4 1 Participant gender

Frequency Percent Valid Percent Cumulative Percent

Valid

Figure 4 1: Participant age group

As shown in Table 4.1 and mapped in Figure 4.1, 388 people were surveyed, out of which66.2% or 257 people were males while females were 131 participants or 33.8% of total Itindicates that there were a moderate number of males that took part in the survey, however,

it was the female respondents who demonstrated higher levels of participation as well asengagement.

This indicates that it is more likely that the survey was much more relevant to femaleswhich explains the higher responses from them Alternatively, it is also possible that thesurvey was not so relevant or interesting for males which explains why less of themdecided to take part in the survey Further analysis may be needed to understand better theresponse differences based on respondents’ gender

Table 4 2 Participant age group

Frequency Percent Valid Percent Cumulative Percent

As illustrated in Table 4.2 and Figure 4.2, the majority of participants (89.4%) are betweenthe ages of 18 and 24 The second greatest number of responses is 7.2%, aged 25 to 34,followed by persons aged 36 to 45, who account for around 1.8% The two remaininggroups, people aged from 55 to 64 and above 64, each account for 0.3% of the totalrespondents.

Figure 4 3: Participant province and city current living in Vietnam

According to Figure 4.3, Hanoi is the city with the highest percentage (67.8%) of surveywith 263 respondents The second is Ho Chi Minh City with a rate of 7.7% (30respondents) Next are Da Nang, Hai Phong, Nghe An, Thai Binh and Nam Dinh with theproportions of 3.4% (13 participants), 2.8% (11 participants), 1.8% (7 participants), 1.8%(7 participants) and 1.5% (6 participants) respectively The number of participants in HaNam and Lao Cai is 4 (1%) each For Kien Giang, Hoa Binh, Ha Giang, Kon Tum, Gia Laiand Hung Yen, each province accounts for 0.5% with the number of participants being 2.Can Tho, Lam Dong, Dak Lak, Hue City, Dong Thap, Lai Chau, Thai Nguyen, Hai Duong,Tien Giang, Dong Nai, Son La, Ba Ria Vung Tau, Bac Kan, Lang Son, Quang Tri, Long

An, Quang Ninh, Tay Ninh, Ca Mau, Bac Ninh, Tra Vinh, Khanh Hoa, Dien Bien, ThanhHoa, and Hau Giang are the provinces and cities with the fewest participants of the total

Frequency Percent Valid Percent Cumulative Percent

Figure 4 4: Respondent academic level

We can see that the majority, which is 91.8 %, have college/university education according

to Table 4.3 and Figure 4.4 6.7% which means quite a large amount of respondents have ahigh school education, 1% have master's degree and 0.5% have doctorate degree

Figure 4 5: Respondent occupation

The figure above shows the occupational groups of the survey respondents Accordingly,the majority of the survey respondents were students, accounting for 72.9% (283participants) of the total respondents The second largest occupational group was officeworkers, accounting for 18.8% (73 participants) A smaller proportion are manual labor,accounting for 3.9% (15 participants), and self-employed people accounted for 2.6% (10participants) Next, unemployed people account for 1.3% (5 people working) Finally, avery small proportion, 0.25% (1 respondent), were retirees, and the remaining smallproportion (0.25%) belonged to other occupational groups, specifically 1 teacher

Since the majority of survey respondents are students (Figure 4.5), it is understandable thatthe number of singles accounted for the highest percentage (86.3%) with 335 respondents.The second highest group is Married, accounting for 9.8% (38 respondents).Divorced/separated is the third with a rate of 1.5% (6 respondents) Having a lover (3respondents) and having a lover (4 respondents) both show that they are in a relationship,accounting for 1.8% The remaining 0.5% are the unmarried group This unmarried groupmay be those who do not want to clarify whether they are in a relationship or not.

Table 4 4 Participant monthly income

Frequency Percent Valid

Percent

CumulativePercent