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Determinants Influencing Consumers Purchasing Intention for Sustainable

Fashion: Evidence from Ho Chi Minh City

Article  in  Journal of Asian Finance Economics and Business · November 2020

DOI: 10.13106/jafeb.2020.vol7.no11.977

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Journal of Asian Finance, Economics and Business Vol 7 No 11 (2020) 977–986 977

Print ISSN: 2288-4637 / Online ISSN 2288-4645

doi:10.13106/jafeb.2020.vol7.no11.977

Determinants Influencing Consumers Purchasing Intention for

Sustainable Fashion: Evidence from Ho Chi Minh City

Thuy Thi Hai HO1, Trinh Ngoc Phuong VU2, Hieu Minh VU3

Received: August 01, 2020  Revised: October 05, 2020  Accepted: October 15, 2020

Abstract
This paper investigates factors impacting on sustainable fashion buying intention of consumers by reviewing studies about the topic and
conducting a survey with consumers in Ho Chi Minh City. In detail, firstly, an interview with 15 respondents was conducted to check the
understanding of concepts and questions and, secondly, the study used the convenient sampling method, with 172 samples collected and
analyzed, of which young respondents accounted for the majority of the sample. The respondents tend to go shopping many times in a year,
with the number of people buying fashion products from every week to every two months accounting for 65.2% totally. The findings suggest
that the firms should prioritize strategies that can improve customer attitude toward sustainable fashion, making them feel good, pleasant,
satisfied and favorable when engaging in sustainable fashion consumption. This study concludes that consumers need more information to
enable them to make better ethical decisions. This study proposes that the major channels that consumers use to seek sustainable product
information include public education, peer influence, and corporate marketing information about the products. This study concludes that
public education and corporate marketing information on green consumption education is effective for improving consumer sustainable
buying intention.

Keywords: Buying Intention, Sustainable Development, Sustainable Fashion, Ho Chi Minh City, Vietnam

JEL Classification Code: M10, Q01, O10

1. Introduction the fast fashion business mentioned include inexpensive and

low-quality garments, short-time production and sale, and
The United Nations Conference on Trade and high-volume consumption, and then fashion products, which
Development (UNCTAD) in 2019 noted that apparel are produced under this model often end up in the landfill
production is the second most polluting industry in the world (Flynn, 2014). In textile manufacturing, pollution comes
by generated amount of wastewater and emissions (United from chemical treatment used in dyeing and dye preparation,
Nations, 2019). This is a result of ‘fast fashion’ growth and the scale of landfill formed during treatment (Global
leading to high environmental costs stemming from high Fashion Agenda, 2017; ).
demand for water (McKinsey, 2017). The characteristics of Vietnam is facing urgent pollution problems in relation
to water resources of which the garment industry is one
of the contributors (Anh, 2019). As of 2017, Vietnam had
approximately 7,000 textile enterprises, of which 5,101
First Author. Foreign Trade University, Ho Chi Minh City campus,
1
enterprises processed garments (accounting for 85%); 780
Vietnam. Email: hothihaithuy.cs2@ftu.edu.vn
Foreign Trade University, Ho Chi Minh City campus, Vietnam.
2 enterprises manufacture cloth and dyed cloth (accounting
Email: phuongtrinhlhp1316@gmail.com for 13%); and 119 enterprises produce cotton and fiber
Corresponding Author. Faculty of Business Administration, Van Lang
3
(accounting for 2%) (Hung, 2019). Therefore, the amount of
University, Ho Chi Minh City, Vietnam [Postal Address: 45 Nguyen
Khac Nhu, Co Giang Ward, District 1, Ho Chi Minh City, 700000,
chemicals used in textile enterprises is about 500-2,000 kg/
Vietnam] Email: hieu.vm@vlu.edu.vn ton of product (Hung, 2019). Because of the negative effects
of “fast fashion” on the environment, “sustainable fashion”
© Copyright: The Author(s)
This is an Open Access article distributed under the terms of the Creative Commons Attribution was born as a commitment to the sustainable development
Non-Commercial License (https://creativecommons.org/licenses/by-nc/4.0/) which permits
unrestricted non-commercial use, distribution, and reproduction in any medium, provided the
of the future fashion industry, linking the fashion industry
original work is properly cited. with green technology and environment friendliness. Many
 Thuy Thi Hai HO, Trinh Ngoc Phuong VU, Hieu Minh VU /
978 Journal of Asian Finance, Economics and Business Vol 7 No 11 (2020) 977–986

international fashion brands such as H&M, Nike, Marks and more crucial for businesses, it also plays an important
& Spencer, Timberland, Burberry, Adidas, and others have role in the concern of fashion businesses. Engagement in
recently taken actions through engagement in sustainable sustainable fashion improves companies’ image, achieves a
fashion by launching collections using recycled materials, wider range of consumers and gains competitive advantages
developing biological textile production, focusing on eco- in the market (Faisal, 2010; Yang et al., 2010), as a result, it
materials, and reducing carbon emission in distribution. attract much attention of firms in the area of textile (Morana
According to Nielsen (2018), sales of sustainable & Seuring, 2011).
products make up 22% of the total store retail in the US and Though there is not an universally-accepted definition of
they are expected to make up 25% of store sales in 2021. A sustainable fashion, it can be defined as “the use of clothing
concerned topic is how to increase the share of sustainable for purposes, which are beyond utilitarian needs, including
products on the market. As a consequence, it is necessary “identity making”, and are achieved without jeopardizing
for firms to conduct strategies to influence consumers into the ability of future generations to meet their needs” (Eder-
buying behavior toward sustainable products. In addition, Hansen et al., 2012). To reach sustainability in fashion,
in the literature, there have been many studies on consumer key sustainability strategies will include the use of organic
behavior toward environmental friendly products, but few fibers, reuse and recycling of materials, reuse of antique and
of them have investigated the green shopping behavior used goods, and cleaner production technology (Caniato et
toward fashion. Nonetheless, these studies mainly focus al, 2010). Similarly, Gwozdz et al. (2013) suggest it must
on green fashion, slow fashion or ethical fashion instead of include demands for sustainable alternatives, choice of
sustainable fashion. They use these terms interchangeably environmentally-friendly garments, which can be cold washed
as a common meaning instead of distinguishing them with and easily dried, as well as able to recycled and responsibly
different characteristics. Similarly, though Vietnamese disposed of. Moreover, to achieve positive changes, all
consumers are reported to be the most socially conscious attendees must contribute, from fashion manufacturers
in the Asia-pacific area (Nielsen, 2015) and the studies to consumers (Caniato et al., 2010). Sustainable fashion
on sustainable consumption, in general, and that toward requires a sustainable supply chain including eco-material
fashion, in particular, are limited (Hung et al., 2018; Tri & preparation, sustainable manufacturing, green distribution
Linh, 2018; Nguyen et al., 2020). and retailing, as well as ethical consumers (Shen et al, 2014).
Therefore, this paper aims to investigates the factors
influencing consumers’ intention to purchase sustainable 2.2. Knowledge of Environmental Issues and
fashion products in Ho Chi Minh City, to contribute to the Subjective Norm
existing theory regarding the similar context and also hope
to help enterprises in fashion industry, and sustainable Many researchers stated that consumer knowledge of
fashion manufacturers especially, to implement strategies to environmental issues is an important indicator for consumer
stimulate consumer demand on sustainable products, thereby purchasing intention of environmentally-friendly products
indirectly moving toward the sustainable development of (Pagiaslis & Krontalis, 2014; Yadav & Pathak, 2016; Lee &
society. Lim, 2020). Ellen et al. (1991) argue this positive relationship
come from people who have better environmental
2.  Literature Review knowledge and are likely to pay more contribution to solving
environmental issues than those who have less environmental
2.1. Sustainable Development and Sustainable knowledge. This argument is supported by Singh and Gupta
Fashion (2013). The subjective norm is “perceived social pressure to
perform or not perform the behavior” (Ajzen, 1987), which
The term “sustainable development” was officially is assumed consumers have a normative belief that a certain
introduced in the Brundtland Report by UNWCED (1987) behavior is accepted or not and these shape their perception
as “meeting the needs of the present without compromising of the behavior and, then, determine their intention to or not
the ability of future generations to meet their needs’’ to embrace the behavior. For example, when customers see
(Brundtland, 1985), recognizing the interdependence of green purchasing behavior as important, they are more likely
environmental, social and economic systems as the principles to accept these behaviors (Paul et al, 2015). Supporting this
for sustainable development rigor and promotes equality assumption, Ham et al. (2015) suggest subjective norms are
and justice through people empowerment and a sense of an important factor to consumer-buying intention in terms
global citizenship. Economic growth requires the full use of green food purchase, in particular. Also, other scholars
of resources, so that individuals can maintain a reasonable (Vermeir & Verbeke, 2008; Chen, 2007) point out a positive
standard of living, while avoiding social and environmental relationship between the subjective norms and the intention
damage. As the environmental awareness of consumers to buy organic and sustainable food. In term of sustainable
increases, and sustainable development becomes more apparel consumption, Weiner (2017) finds that subjective
 Thuy Thi Hai HO, Trinh Ngoc Phuong VU, Hieu Minh VU /
Journal of Asian Finance, Economics and Business Vol 7 No 11 (2020) 977–986 979

norms impact purchase intention, whereas, other researchers In term of measurement, the study adapts scales from
(De Lenne & Vandenbosch, 2017; Tri & Linh, 2018) affirms previous studies, with some changes made in the wording to
it is not a significant predictor of the buying intention. better fit the current research context.

2.3. Knowledge of Sustainable Fashion and 3.  Research Methodology

Attitude Towards Sustainable Fashion
Data collection contains two phases; the first phrase is a
Consumer knowledge is known as the combination of preliminary focus group of 15 random respondents to check
the familiarity, which refers to experiences a consumer has their understandings of the concepts and clarify the questions
with the product and product knowledge that refers to total unclear to the respondents. In the second phase, a survey was
information stored in that one’s memory (Philippe & Ngobo, distributed online and offline from October 25 to November
1999). Individual’s knowledge plays an important role in 8, 2019, to 270 consumers residing in Ho Chi Minh City,
sustainable consumption behavior (especially fashion). If selected by a random sampling method. After filtering the
consumers are more aware of the impact of clothing, they are invalid responses, 172 valid responses have been collected for
more likely to buy sustainably. Kang et al. (2013) confirm a the analysis. According to Tabachnick and Fidell (2007), the
positive correlation between consumer perceptions in buying minimum sample size for optimal variable regression analysis
intention for sustainable clothing, namely, organic cotton. They is N ≥ 8k + 50, where k is the number of independent variables.
also express that, if consumers knew more about sustainability, Thus, the proposed research model with five independent
they would be more likely to buy products made from organic variables, and a sample size of 172, greater than 5.5 + 50 =
cotton. In contrast, Wolsink (2007) notes a relationship between 75 is appropriate. The data has been processed by SPSS
environmental knowledge and green purchase intention does 20.0 software. Also, descriptive analyses are done to identify
not exist. Attitude is the extent to which an individual has respondents’ demographic profile. Later, the scales of variables
favorable or unfavorable opinion on a behavior (Ajzen, 1991). were verified by Cronbach’s Alpha analysis. EFA and multiple
Research has shown that a positive attitude often leads regression analysis have been done to identify factors impacting
to positive buying intentions (Pavlou, & Fygenson, 2006; consumer purchasing intention toward sustainable fashion.
Chen & Tung, 2014; Nguyen et al., 2019). In the context of
sustainable consumption, specifically for fashion, research 4.  Results and Discussions
by Lenne and Vandenbosch (2017); Kong et al. (2016); Diddi
and Niehm (2016) identify a positive relationship between the 4.1.  Descriptive Statistics
two factors. In addition, the accessibility and affordability of
sustainable clothing is one of the major obstacles consumers Regarding the age group, the majority of the respondents
face when attempting to buy eco-friendly and ethical clothing were 20-24 years old (44.2%), followed by those under
due to insufficient stores and limited choices in style, and the age of 20. In terms of fashion purchasing frequency,
size (Connell, 2010). For similar designs, sustainable or respondents tend to go shopping many times in a year, with
ethical clothes have higher price compared to the popular the number of people buying fashion products from every
ones, thereby discouraging low-income buyers to conduct week to every two months accounts for 65.2% of the total.
their buying intention for the products (Hines & Swinker,
1996; Hustvedt & Dickson, 2009). Based on the reviewed 4.2.  Cronbach’s Alpha Coefficient Analysis
studies, the following hypotheses are suggested.
The Cronbach’s Alpha coefficient analysis has been done
H1: Consumer’s knowledge of environmental issues in three stages. After the first analysis, some observations
positively affects the purchasing intention toward sustainable have been deleted to increase the credibility for the measures
fashion products as KSF3 (with Cronbach’s Alpha if item deleted = 0.886 >
H2: Subjective norms positively affect the purchasing Cronbach’s Alpha = 0.840); AA2 (with Cronbach’s Alpha if
intention toward sustainable fashion products item deleted is 0.582 > Cronbach alpha = 0.530) and PIS5
H3: Consumers’ knowledge of sustainable fashion (with Cronbach’s Alpha if item deleted is 0.929 > Cronbach
positively affects the purchasing intention toward sustainable alpha = 0.902). In the second analysis, two more observations
fashion have been deleted as KSF4 and AA1 (Cronbach’s Alpha if
H4: The more favorable attitude towards sustainable item deleted values of 0.892 > Cronbach’s Alpha of KSF =
fashion a consumer has, the higher his/her purchasing 0.886 and 0.677> Cronbach’s Alpha of AA =0.582). In the
intention for sustainable fashion is. third analysis, all of Cronbach’s Alpha values are greater
H5: Accessibility and affordability positively affects the than 0.6, and values of Corrected Item-Total Correlation are
purchasing intention toward sustainable fashion. greater than 0.3 and ensure a good level of reliability.
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980 Journal of Asian Finance, Economics and Business Vol 7 No 11 (2020) 977–986

Table 1: Measurement development

Coding Items Source(s)

Construct: Subjective norm
SN1 Most of my friends and family members share my views about sustainable fashion. Yamoah, Duffy,
SN2 My decision to buy sustainable fashion is influenced by my friends and family. Petrovici, and
SN3 The views of other people that I respect influence my decision to buy sustainable fashion. Fearne (2016)

Construct: Knowledge of environmental issues

KEI1 Air pollution can occur during some common dye processes of textiles.
Chemical pollutants are produced during manufacturing of synthetic or manufactured fibers Diddi and
KEI2
such as polyester Niehm (2016)
KEI3 Textile dyeing and finishing processes use a lot of water.
KEI4 Supporting sustainable products could be a beneficial investment in long term Suki (2016)
Construct: Knowledge of sustainable fashion
KSF1 I am familiar with the term sustainable fashion
KSF2 I know where to purchase fast fashion apparel
Preuit (2016)
KSF3 I know about the environmental impacts of sustainable fashion apparel
KSF4 I have often read articles or news about sustainable fashion apparel.
Construct: Accessibility and Affordability
AA1 Sustainable fashion can be found in different varieties of colors, shapes, designs and sizes.
AA2 I check prices even on the smallest items before purchase
Sadiku (2017)
AA3 I can afford to buy sustainable clothing even when it is relatively more expensive
AA4 Sustainable fashion products are available in my city
Construct: Attitude toward sustainable fashion
ASF1 I think that engaging in sustainable fashion is good
ASF2 I think that engaging in sustainable fashion is wise Sparks and
ASF3 I think that engaging in sustainable fashion is pleasant Shepherd
ASF4 I think that engaging in sustainable fashion is satisfying (1992).

ASF5 I think that engaging in sustainable fashion is favorable

Construct: Purchasing intention toward sustainable fashion
PIS1 I would buy sustainable clothing to help support sustainable production
PIS2 If available, I would seek out sustainable fashion
PIS3 I am likely to purchase sustainable fashion Gam (2011)
PIS4 I am willing to buy an sustainable fashion product
PIS5 Whenever possible, I buy clothing I consider sustainable fashion

After Cronbach’s Alpha analysis, EFA has been results of 2nd EFA show that, sig. Bartlett’s Test = 0.000
conducted and results show that sig Bartlett’s Test = 0.000 <0.05, and KMO index is 0.5 < KMO= 0.744 < 1, proving
<0.05 and 0.5 < KMO= 0.764 < 1 indicating the suitability appropriation for factor analysis. Moreover, results of factor
for factor analysis. However, after the first rotation, SN1 analyses show that factors’ eigenvalues are all greater than 1,
has factor loading < 0.5, hence eliminated from the study. therefore no variable is eliminated. All 14 remaining items of
Moreover, ASF2 does not converge with other ASF variables the independent variables have factor loadings greater than
in the same group but joins with KEI factors. To ensure 0.5, and they are classified into four groups of factors, where
consistency about meaning for ASF variables, ASF2 is the “Knowledge of Sustainable Fashion” and “Accessibility
deleted. Then the second EFA is conducted after that. The and Affordability” are combined into one factor.
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Journal of Asian Finance, Economics and Business Vol 7 No 11 (2020) 977–986 981

Table 2: The 3rd Cronbach’s Alpha

Scale Mean if Item Scale Variance if Item Corrected Item-Total Cronbach’s Alpha if
Items
Deleted Deleted Correlation Item Deleted
Subjective Norm: Cronbach’s Alpha = 0.681
SN1 6.012 4.573 0.417 0.678
SN2 5.779 3.565 0.598 0.444
SN3 5.535 3.712 0.479 0.611
Knowledge of environmental issues: Cronbach’s Alpha = 0.800
KEI1 5.953 5.401 0.609 0.751
KEI2 5.953 5.214 0.649 0.731
KEI3 5.860 5.361 0.620 0.746
KEI4 6.302 5.639 0.571 0.769
Knowledge of sustainable fashion: Cronbach’s Alpha = 0.892
KSF1 3.453 1.232 0.804
KSF2 3.233 1.209 0.804
Accessibility and Affordability: Cronbach’s Alpha = 0.677
AA3 3.267 1.320 0.513
AA4 2.779 1.109 0.513
Attitude toward sustainable fashion: Cronbach’s Alpha = 0.830
ASF1 8.872 8.978 0.614 0.799
ASF2 8.756 9.706 0.559 0.814
ASF3 8.628 8.235 0.732 0.764
ASF4 8.442 8.856 0.543 0.822
ASF5 8.884 8.478 0.703 0.773
Purchasing intention toward sustainable fashion: Cronbach’s Alpha = 0.929
PIS1 6.942 7.985 0.801 0.919
PIS2 7.081 7.678 0.879 0.894
PIS3 6.919 8.005 0.849 0.904
PIS4 6.965 7.472 0.818 0.915

Theses items (KSF2, KSF1, AA3, AA4) mainly mention and the ability to access the products in term of price and
whether an individual has the ability to approach sustainable distribution (Boulstridge & Carrigan, 2000; Zadek et al.,
fashion or not, including the information communication 1998). Therefore, the more consumers are able to approach
about the product concept (I am familiar with the term sustainable fashion, the more they are likely to buy the
sustainable fashion), the product price (I can afford to buy products. H3 is posited as the following:
sustainable clothing even when it is relatively more expensive) H3: Consumers’ ability to approach sustainable fashion
and the product distribution (I know where to purchase fast (AB) positively affects the purchasing intention toward
fashion apparel; sustainable fashion products are available sustainable fashion.
in my city). According to Carrigan and Attalla (2001), though In term of the dependent variables, the results of EFA
consumers today are more aware of environmental issues analysis show that sig Bartlett’s Test = 0.000 <0.05 and 0.5
as well as the importance to support the sustainability by < KMO= 0.848 < 1, hence the variable is suitable for factor
adopting sustainable consumption, this awareness may not analysis. With Cronbach’s Alpha = 0.929 and all of the four
lead to the increase in consumer buying intention toward items have no factor loading less than 0.5, the results show
the related products because of the uncertainty about which the correlation between the observed dependent variable and
companies and products are environmentally-friendly the items.
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982 Journal of Asian Finance, Economics and Business Vol 7 No 11 (2020) 977–986

Table 3: Factor analysis for independent variables

Factor loading
Factors Items
1 2 3 4
KSF2 0.871
Ability to approach sustainable KSF1 0.864
fashion AA4 0.750
AA3 0.619
ASF3 0.861
ASF4 0.746
Attitude toward sustainable fashion
ASF5 0.740
ASF1 0.616
KEI2 0.858
KEI1 0.772
Knowledge of environmental issues
KEI3 0.694
KEI4 0.629
SN3 0.84
Subjective Norms
SN2 0.796
Cronbach’s Alpha 0.829 0.814 0.800 0.611

The hypotheses are adjusted and illustrated in proposed The results show that adjusted R 2 value = 0.625, greater
model below: than 50%, which means 62.5% of the variance of dependent
variable is explained by independent variables, and 37.5% is
explained by other absent elements in the model.
The results also point out that three variables – KEI, ASF,
AB – have a positive impact on the variables of consumers’
intention to buy sustainable fashion products. However,
variable SN does not impact on consumers’ intention to buy
sustainable fashion products.
The ANOVA test of the four independent variables and
dependent variable (PIS) shows the result with F = 72.344
and Sig. = 0.000 < 0.05, hence H0 is rejected and means that
the independent variables and the independent variables have
a linear relationship with each other. The research model is
then shown as follows: PIS = -0.37 + 0.219KEI + 0.70ASF+
0.183AB
Figure 1: proposed research model Therefore, the hypothesis test results are shown as below:

H1: “Consumer’s knowledge of environmental issues

In term of the correlation analysis, the findings show the positively affects the purchasing intention toward sustainable
correlation with the dependent variable as all of Sig values fashion products” is supported
are equal to 0.000 < 0.05, Thus, suitable for regression H2: “Subjective norm positively affects the purchasing
analysis. A multivariate regression analysis is then conducted intention toward sustainable fashion products” is rejected
to examine the impact of 4 independent variables, containing H3’: “Consumers’ ability to approach sustainable
CQ (Subjective Norms), KEI (Knowledge of environmental fashion positively affects the purchasing intention toward
issues); ASF (Attitude toward sustainable fashion), AB sustainable fashion” is supported
(Ability to approach sustainable fashion) on the dependent H4: “The more positive attitude towards sustainable
variable PIS (Purchasing intention toward sustainable fashion a consumer has, the higher his/her purchasing
fashion). intention for sustainable fashion is” is supported
 Thuy Thi Hai HO, Trinh Ngoc Phuong VU, Hieu Minh VU /
Journal of Asian Finance, Economics and Business Vol 7 No 11 (2020) 977–986 983

Table 4: Pearson’s correlation matrix

  SN KEI ASF AB PIS

Pearson Correlation 1 0.111 0.218** 0.380** 0.269**
SN
Sig. (2-tailed)   0.147 0.004 0.000 0.000
Pearson Correlation 0.111 1 0.571 **
.160 *
0.554**
KEI
Sig. (2-tailed) 0.147   0.000 0.036 0.000
Pearson Correlation 0.218 **
0.571 **
1 .270 **
0.758**
ASF
Sig. (2-tailed) 0.004 0.000   0.000 0.000
Pearson Correlation 0.380** 0.160* 0.270** 1 0.388**
AB
Sig. (2-tailed) 0.000 0.036 0.000   0.000
Pearson Correlation .269 **
0.554 **
0.758 **
.388 **
1
PIS
Sig. (2-tailed) 0.000 0.000 0.000 0.000  
**. Correlation is significant at the 0.01 level (2-tailed).
*. Correlation is significant at the 0.05 level (2-tailed).

Table 5: Coefficients

Unstandardized coefficients Standardized coefficients

Model t Sig.
B Std. error Beta
(Constant) -.370 0.196 -1.885 0.061
SN 0.044 0.044 0.051 0.995 0.321
KEI 0.219 0.070 0.179 3.135 0.002
ASF 0.704 0.070 0.596 1.126 0.000
AB 0.183 0.053 0.179 3.461 0.001
R = 0.634
2
Durbin - Watson = 1.365
Adjusted R2 = 0.625

4.3. Discussion coefficient β = 0.219, the knowledge of environmental

issues has the second highest regression coefficient, after the
With Sig. = 0.321 > 0.05, the subjective norm factor is Attitude variable. While the finding does not support that of
the only one among four factors that does not impact on Wolsink (2007), it is in line with those of other studies (Kang
buying intention of sustainable fashion products of people in et al., 2013; Diddi & Niehm, 2016). Consumers’ ability to
Ho Chi Minh City. Although this finding is in contrast to the approach sustainable fashion is a factor discovered after
result of Weiner (2017), but it is consistent with the findings adjustment by Pearson model. With Sig. = 0.001 (less than
of De Lenne and Vandenbosch (2017) and Tri and Linh 0.05) and β = 0.183, this factor shows the smallest impact on
(2018). This can be explained by survey results conducted the intention to buy.
by Nielsen (2019) regarding the differences in consumption
habits in Ho Chi Minh City and Hanoi that the difference lies 5.  Conclusion and Recommendation
in the “I” and “we” tendencies. “I” tendencies predominate
in Ho Chi Minh City as consumers there are less interested In term of theoretical implication, the current research
in the opinions of others, but mainly based on their own applying the existing theories in domestic and foreign
needs and wants. With β = 0.7704, the attitude of sustainable countries, contributes to the theoretical system regarding
fashion is the strongest indicator for buying intention. The sustainable consumption, especially consumer buying
positive relationship is in line with that of previous studies intention for sustainable fashion products in Ho Chi Minh
(Tri & Linh, 2018, Diddi & Niehm, 2016; de Lenne & city, Vietnam. As regards practical implications, companies
Vandenbosch, 2017; Kong et al, 2016). With the regression in the fashion industry, especially those which are doing
 Thuy Thi Hai HO, Trinh Ngoc Phuong VU, Hieu Minh VU /
984 Journal of Asian Finance, Economics and Business Vol 7 No 11 (2020) 977–986

business in sustainable products, can find some implications that the model of the study can only explain 63.4% of the
from the research results about factors impacting on customer variation in the buying intention, while there are many
buying intention, from which they can develop suitable other factors that have not been discovered, but are likely
marketing strategies to convince consumer to choose their to influence the intention to buy. Secondly, the convenient
products. The research findings suggest that, in order to sampling method, with 172 numbers collected and used
influence consumers’ buying intention, the firms should for analysis, of which the proportion of young respondents
prioritize strategies that can improve customer attitude accounted for the majority, was not highly representative
toward sustainable fashion, making them feel good, pleasant, of the whole population. Therefore, future research should
satisfied and favorable when engaging in sustainable fashion expand the research scope by investigating other factors as
consumption. Moreover, Carrigan and Attalla (2001) well as applying other sampling methods and expanding
concludes that consumers need more information to allow sample size for more comprehensive evaluation of the topic.
them to make better ethical decisions. Mu et al. (2012)
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