Factors Influencing the Undergraduate's Behavioural

Intention to Second-hand Clothing Donation in Ho Chi

Minh City: Extended Theory of Planned Behaviour

Khang Truong1*, Thien Vo2, Thang La3, Hien Vo4, Hoc Hoang5 and Nguyen Nguyen6
1,2,3,4,5,6
School of Economic Mathematics - Statistics, College of Technology and Design, UEH
University, Ho Chi Minh City, Vietnam.
khangtruong.31221020631@st.ueh.edu.vn

Abstract. The unsustainable development of fast fashion is causing serious

environmental and social consequences worldwide. With the accumulation and
waste of resources that result from throwing away clothings to landfill, it is
necessary to encourage people to dispose of their second-hand clothes as
sustainably as possible. Therefore, second-hand clothing donation is preferred as
offering comprehensive and optimal solutions, especially in developing countries
like Vietnam. It is also a compassionate act that provides necessary clothes to
people in need. This study aimed to explore the factors influencing the
undergraduate’s behavioural intention to second-hand clothing donation in Ho
Chi Minh City (HCMC). By extending the Theory of Planned Behavior (TPB)
with environmental factor - “Environmental Concern” and social factor
“Philanthropic Awareness” to construct a research framework, the result of 244
valid responses from students at universities in HCMC confirmed three out of
five hypotheses. The findings reveal that three factors: “Philanthropic
Awareness'', “Perceived Behavioral Control”, and “Environmental Concern”
have significant and positive influence on HCMC university students’ intention
of second-hand clothing donation while “Attitudes” and “Subjective Norm” are
found no impact. The study contributes to new insight on the factors that
influence the intention of second-hand clothing donation in Ho Chi Minh city.
Based on this result, recommendations for charity organisations, local
governments, and clothing drive fundraisers to enhance clothing donating
intention is proposed.

Keywords: Environmental Concern, Philanthropic Awareness, Second-hand

Clothing Donation.

1 Introduction

In recent years, the rapid growth in production and consumption of fast fashion is
raising social, economic and environmental aspects. The era of fast fashion with
“planned obsolescence” concept, therefore, has come where ZARA, H&M, and
Adidas are the leading brands (according to The 2019 Fast Fashion Brand Ranking)
thus promoting a throwaway culture. Fast fashion industry has been devastating the
© The Author(s) 2024
T. A. Trinh et al. (eds.), Proceedings of the 2nd International Conference - Resilience by Technology and Design
(RTD 2024), Advances in Intelligent Systems Research 186,
https://doi.org/10.2991/978-94-6463-583-6_9
 Factors Influencing the Undergraduate’s Behavioural Intention 117

environment, agricultural lands while requiring extensive water usage in clothing

production. The widespread use of synthetic fibres and microfiber contributes
significantly to environmental degradation, particularly through its connection to
ocean plastic pollution, ocean acidification, and climate change (Brooks, A., 2019).
This concern has prompted various stakeholders, including society, academia, and
governments, to shift their focus towards sustainable development, low-carbon
economy, and circular economy as potential solutions to mitigate these environmental
and social effects. According to Statista (2023), by 2029, the fast fashion market is
expected to grow by 20 percent, which means the fast fashion market value will reach
43 billion U.S. dollars. Clothing is among the largest polluters in the world.
On the social-economic aspect, according to Vietnam Household Living Standard
Survey (2022), the region with the lowest average income per person per month is the
Rural area (3.86 million VND), particularly the Northern Midlands and Mountains
(3.17 million VND). The left-behind families in rural areas, characterised by a lack of
social welfare support, high dependency ratio and frequently facing natural disasters
(storms, floods, and droughts, ...). Miserability is now not only the mentioned uneven
development but also an enormous amount of old clothing being released out into
nature (Roy et al., 2023), which can instead be redistributed as second-hand clothing
to these small areas to help relieve the financial burden.
The predominant method of disposing of clothing in most countries continues to be
landfilling, which poses challenges in terms of reusability and ecosystem degradation,
even though natural fibres used as raw materials for sustainable fabrics decompose,
they still contribute to the emission of greenhouse gases. Second-hand clothing (SHC)
donation among ongoing efforts to circulate the life of these materials is preferred.
Second-hand clothing donation refers to the act of giving or contributing used or pre-
owned clothes to individuals, organisations, or initiatives for charity, which the
authors consider to be meaningful to society, economy, environment and especially
sustainable development (Muller, 2019). Firstly, donation for charity will reduce
poverty when disadvantaged households can redirect their cash flow to human
development instead of spending part of which on garments. Secondly, consumers
simultaneously may feel pleased to maintain purchasing power in the fast fashion
industry because the more clothes purchased, the more diverse people receiving used
clothes will be. The view is supported by (Norris, 2012) who agreed that charitable
donations provide a market-based solution to managing the textile waste stream that
appears to benefit everyone. Thirdly, beneficial to the environment, donating SHC
reduces resource usage, conserving water and energy needed for textile production
(Shirvanimoghaddam et al., 2020). Additionally, it cuts down on waste generation,
easing landfills burden, CO2 emissions and promoting a circular economy (Farhana et
al., 2022).
The sustainable disposal behaviour of second-hand clothes is attracting scholars'
attention. Particularly, research by Hassan et al. (2022) and Vlastelica et al. (2023) on
clothing disposal methods has been conducted within various theoretical frameworks
and contexts. However, these studies lack comprehensive assessment of the primary
motivations driving the donation of used clothing, considering both altruistic factors
and environmental concerns within the same context. This has led to inconsistent
118 K. Truong et al.

focus on donation as a sustainable disposal method but often revolves around

reselling or recycling. Additionally, differing contexts in terms of donation conditions
and socio-cultural environments across regions with varying levels of development
have created significant disparities between previous research and research conducted
in the Vietnamese context. Particularly during the onset of the Covid-19 pandemic,
there was a notable influence on consumers' perception of the value of second-hand
clothing (Galante Amaral & Spers, 2022). Therefore, findings from previous studies
on clothing donation conducted before and during the Covid-19 period may differ
from the current concept (Amin & Herjanto, 2023).
Despite being considered to be ignorant and uncaring when becoming the dominant
consuming group in fast fashion (Herold & Prokop, 2023; Li, 2021), this Later –
Millennials, the undergraduate in particular, have exhibited an increasing involvement
in charitable donation activities (Agourram & Agourram, 2022; Konstantinou &
Jones, 2022). Thus, the authors study the topic of "Factors influencing the
undergraduate's behavioural intention to Second-Hand Clothing Donation in Ho Chi
Minh City: Extended Theory of Planned Behaviour" to answer the following
questions: Q1: “What factors influence undergraduate students' behavioural intention
to donate second-hand clothes in Ho Chi Minh City?” and Q2: “Whether the
undergraduates in Ho Chi Minh City are social activists, environmental activists or
just performance activists?”
The answers to the two questions above will provide valuable recommendations for
stakeholders aiming to promote donation among this demographic through tailored
appeal strategies. Aligned with our research objectives, we advocate for sustainable
disposal in the fashion industry, stressing its affordability and eco-friendly benefits
for economic growth. Our focus includes promoting responsible consumption and
production (SDG12) and reducing inequalities (SDG10), while ensuring access to
social welfare for vulnerable households without financial strain.

2 Literature Review
2.1 Theoretical foundation

The Theory of Planned Behaviour (TPB) is often widely applied in explaining

behaviours related to sustainability and environmental friendliness (White et al.,
2023; Yadav & Pathak, 2017; Yuriev et al., 2020). Based on the foundation of TPB,
intention (willingness to perform) is behaviour determined by three variables. The
first variable is Attitude, which is the consumer's willingness to engage in the above
behaviour. The second variable is the Subjective Norm, which includes a person's
beliefs about whether significant others think they should perform the behaviour. The
third variable measures the perception of control and available resources needed to
perform the behaviour, called Perceived Behavioral Control (Ajzen, 1991).
According to Ogiemwonyi (2022), TPB is a widely used and experimental theory for
predicting individual behaviour. However, Gifford & Nilsson (2014) believe that the
model lacks a series of important social and personal factors, which also have an
important impact on environmental protection behaviour. Wan et al. (2017) proposed
 Factors Influencing the Undergraduate’s Behavioural Intention 119

a potential solution, by introducing and exploring more factors than the original three.
Expanding TPB in this way is considered to be very important for solving social and
moral problems (Gansser & Reich, 2023; Y. Wang et al., 2024).
Academics have expanded upon the Theory of Planned Behavior (TPB) in their
discussions on various sustainability practices, with a particular focus on
environmental considerations. For instance, in a study conducted by Chaturvedi et al.
(2020), the TPB was augmented to include factors such as willingness to pay,
environmental concern and perceived value were major predictors of purchase
intention for recycled clothing in developing countries. Similarly, (Rotimi et al.,
2023) extended the theory by incorporating self-identity, general recycling behaviour,
eco-literacy, self-efficacy to understand Australian consumers' intentions to recycle
end-of-life garments. This research adheres to the original model of the TPB proposed
by Ajzen (1991) and introduces an additional construct: Environmental Concern and
Philanthropy Awareness to observe individuals' intentions to donate second-hand
clothing in Ho Chi Minh City.

2.2 Hypotheses Development

Attitude “refers to the degree to which a person has a favourable or unfavourable
evaluation or appraisal of the behaviour in question” (Ajzen, 1991) or in donation
context, is thoughts and feelings about the act of helping (Clowes & Masser, 2012;
Erlandsson et al., 2018). The authors examine attitude as a measure of the positive or
negative evaluation of students regarding the intention of donating second-hand
clothes. A positive attitude plays a crucial role in shaping charity giving behaviour by
influencing the undergraduate’s awareness regarding non-profit organisations (Conlin
& Bauer, 2022), in intentions to reuse end-of-life garments including donation
(Oluwadamilola Olufemi Rotimi et al., 2024) or in donating intention towards flood-
affected victims in Indonesia, whose geographical situation is similar to Vietnam
(Utomo et al., 2020). Thus, hypothesis H1 is proposed:
H1: Attitudes has direct and significant impact on Behavioural Intention to
Second-hand Clothing Donation
Subjective Norm encompasses an individual’s perception of social pressure and
their inclination to either engage or abstain from a particular behaviour (Ajzen, 1991).
Social pressure comes from those close to a person whether family member or friends
(Oluwadamilola Olufemi Rotimi et al., 2024). Individuals with positive subjective
norms towards a particular behaviour are more inclined to develop a positive intention
to revisit (Manosuthi et al., 2020). People looking for their social image augment their
status through the approval of the surrounding community (Burroughs & Rindfleisch,
2002; Urien & Kilbourne, 2011). Numerous investigators have consistently
highlighted the significance of subjective norms in shaping intentions such as organic
food purchasing (Ahmed et al., 2021), and the intentions of blood donors (Salazar-
Concha & Ramírez-Correa, 2021). Therefore, hypothese H2 is proposed:
H2: Subjective Norms has direct and significant impact on Behavioural
Intention to Second-hand Clothing Donation
120 K. Truong et al.

Perceived Behavioral Control (PBC) refers to "the perceived ease or difficulty of

performing the behaviour and it is assumed to reflect past experience as well as
anticipated impediments and obstacles" (Ajzen, 1991) or individual beliefs about the
ability and opportunities, obstacles in displaying behaviour (Susanto et al., 2021).
Studies suggest that a higher PBC leads to a stronger intention to charitable giving. In
Egypt university, perceived behavioural control determines students' intention to
donate (Madiha Metawie, 2015). Similarly, it was found that an individual's intention
to charitable donation increases when a sense of "perceived control" is strengthened,
such as in social ethical standards (Lee & Kim, 2023), in food waste separation
(Leeabai et al., 2023) or in handling textile waste of female consumers in South
Africa (Sonnenberg et al., 2022). Consumers’ decisions to donate are typically
utilitarian, driven by the desire to optimise closet space rather than prosocial or pro-
environmental motivation. The convenience of the donation location is a key factor
(Ha-Brookshire & Hodges, 2009). Hypothesis H3 is proposed:
H3: Perceived Behavioral Control has direct and significant impact on
Behavioural Intention to Second-hand Clothing Donation
Environmental concern refers to the level of awareness regarding ecological issues
and the willingness to reinforce, address, or contribute solutions (Fauzan & Azhar,
2020; Marvi et al., 2020). Donations are considered positive environmental
behaviours as they keep unwanted clothing out of landfills (Bianchi & Birtwistle,
2010; McQueen et al., 2021). Several studies have provided evidence that
environmental concern is a crucial determinant of environmental behaviour (Chen &
Hung, 2016; Mukherjee & Chandra, 2022; Paul et al., 2016). Individuals with a high
level of environmental concern tend to have a greater engagement in donation than
those who do not care about damaging consequences of fast fashion on fragile
environment, which is supported in the context of sustainable fashion and in donating
excess clothes (HO et al., 2020; Lai & Chang, 2020). However, Yan et al. (2021) later
rejected this. Therefore, we propose the H4 hypothesis:
H4: Environmental Concern has direct and significant impact on Behavioural
Intention to Second-hand Clothing Donation
Philanthropy is defined as “a social relation governed by a moral obligation that
matches a supply of private resources to a demand of unfulfilled needs and desires
that are communicated by entreaty” (Wuthnow, 2013). Empathy is one characteristic
of philanthropy (Andreoni et al., 2017). Therefore, empathic concern has a positive
impact on donation decisions (O’Loughlin Banks & Raciti, 2018; Verhaert & Van den
Poel, 2011). A study by Shim (1995) also found that donations motivated by charity
significantly influence the clothing disposal decisions of US consumers. In the United
States, charitable considerations serve as the main motivation behind consumer
donations (Joung & Park‐Poaps, 2013). Similarly, philanthropic motivations can
influence where consumers choose to dispose of their products, leading consumers to
donate them to charitable organisations (Bianchi & Birtwistle, 2010; Degenstein et
al., 2020; Paden & Stell, 2005; Wai Yee et al., 2016). From this, the authors propose
hypothesis H5:
 Factors Influencing the Undergraduate’s Behavioural Intention 121

H5: Philanthropic Awareness has direct and significant impact on

Behavioural Intention to Second-hand Clothing Donation

Fig. 1. Factors influencing the undergraduate's behavioural intention to second-hand clothing

donation in Ho Chi Minh City: Extended Theory of Planned Behaviour

3 Methodology and Data

To collect the data needed, the research team sent a questionnaire with Google Forms
to the undergraduate studying in HCMC and having known about SHC donation. The
data was collected from January 21st to January 29th. Items for measuring the 5 latent
constructs in the model were drawn from previously validated studies. Minor
modifications were made to the items to match the context of this study. Respondents
were asked to evaluate all items on a 5-point Likert scale ranging from “Strongly
disagree” (1) to “Strongly agree” (5).

Table 1. Measurement Scales

Item Description Adopted from

Attitudes

“I like the idea of donating clothes that I no longer Paul et al.

AT1
want” (2016)

“I have a favourable attitude toward donating clothes

AT2
that I no longer want”

AT3 “Donating clothes that I no longer want is a good idea”

122 K. Truong et al.

“Donating second-hand clothes makes me feel very Z. Wang et al.

AT4
satisfied.” (2016)

AT5 “I think it is a wise choice to donate old clothes” Paul et al.

(2016); Sun et
AT6 “I believe donating old clothes is beneficial.” al. (2017)
“I think advocating for the donation of old clothes is
AT7
necessary”

Subjective Norms

“Most people who are important to me think I should Oluwadamilola

SN1
donate clothes that I no longer want” Olufemi Rotimi
et al. (2024)
“Most people who are important to me would want me
SN2
to donate clothes that I no longer want”

“People whose opinions I value would prefer that I

SN3
donate clothes that I no longer want”

“My friend’s positive opinion influences me to donate

SN4
clothes that I no longer want”

Zhou et al.
SN5 “Media information influences me to donate old clothes”
(2024)

Perceived Behavioral Control

PBC1 “For me, donating my old clothes is easy” Sonnenberg et

al. (2022)
PBC2 “I have a lot of options to donate my old clothes”

“I am confident that I would be able to donate my old

PBC3
clothes”

PBC4 “If I want to, I could donate my old clothes” Veludo-de-

Oliveira et al.
“It is mostly up to me whether or not I donate my old (2017)
PBC5
clothes”

Environmental Concern

EC1 “I am very concerned about the environment.” Paul et al.

(2016)
“I would be willing to reduce my consumption to help
EC2
protect the environment.”

EC3 “Major political change is necessary to protect the

 Factors Influencing the Undergraduate’s Behavioural Intention 123

natural environment.”

“Major social changes are necessary to protect the

EC4
natural environment.”

“Anti-pollution laws should be enforced more strongly.”

EC5

EC6 “I think daily habits can affect the environment.” Z. Wang et al.
(2016)
“I think everyone should contribute to environmental
EC7
protection.”

Philanthropic Awareness

“It is important for me to donate my clothes to charity O’Loughlin

PA1
for the needy” Banks & Raciti
(2018)
PA2 “I like to give away my clothes to help others”

PA3 “Clothing donation brings enjoyment to people’s lives.”

“I feel compassionate towards those less fortunate than

PA4
me”

“I have a good life - donating clothes is my way of

PA5
giving back”

PA6 “I am genuinely concerned about those I am supporting”

Behavioural Intention to Donate Clothes

“I intend to donate Second-hand clothes in the near Vlastelica et al.

BI1
future” (2023)

“I am going to donate Second-hand clothes in the future

BI2
again”

BI3 “I will continue to donate Second-hand clothes”

BI4 “The next time I donate I intend for it to be old clothes”

“I am willing to tell my friends about the experiences of Z. Wang et al.

BI5
donating second-hand clothes” (2016)

Vlastelica et al.
BI6 “I will consider donating second-hand clothes”
(2023)
124 K. Truong et al.

To process and analyse the surveyed data, the authors used SPSS 25 to identify
factors influencing undergraduate students’ Behavioural Intention to Second-hand
Clothing Donation in HCMC. The authors use Cronbach’s alpha whose value above
0.6 is reliable and Exploratory Factor Analysis (EFA) which factor loading greater
than 0.5 is valid.

4 Results and Discussions

4.1 Demographic characteristics

The proportion of students participating in the survey is 29.9% from UEH, 29,1%
from the VNU-HCMC, and the remaining are from other universities. Among them,
the proportion of female students is higher at 57.8%, the rest are mostly men. Most of
them said they had knowledge about donating old clothes with 88.9%.

Table 2. Profile of respondents

Frequency Percent (%)

Gender Male 102 41.8

Female 141 57.8

Other 1 0.4

University HCMIU 21 8.6

HCMUTE 22 9

HCMUSSH 28 11.5

UEH 72 29.9

Other 100 41

Total 244 100

4.2 Reliability analysis

Table 3. Cronbach’s alpha

Variable Corrected Item- Cronbach’s Alpha

Cronbach’s Alpha
name Total Correlation if Item Deleted

Attitude (AT) AT1 0.739 0.893

 Factors Influencing the Undergraduate’s Behavioural Intention 125

0.908 AT2 0.710 0.896

AT3 0.703 0.897

AT4 0.727 0.894

AT5 0.754 0.891

AT6 0.737 0.893

AT7 0.711 0.895

Subjective Norm (SN) SN1 0.660 0.836

0.860
SN2 0.794 0.800

SN3 0.716 0.822

SN4 0.673 0.832

SN5 0.555 0.862

Perceived Behavioral Control PBC1 0.589 0.792

(PBC)
0.820 PBC2 0.666 0.768

PBC3 0.663 0.769

PBC4 0.648 0.776

PBC5 0.501 0.815

Environmental Concern (EC) EC1 0.670 0.856

0.876
EC2 0.587 0.870

EC3 0.704 0.853

EC4 0.727 0.850

EC5 0.686 0.855

EC6 0.626 0.862

EC7 0.625 0.862

Philanthropy Awareness (PA) PA1 0.700 0.850

126 K. Truong et al.

0.875 PA2 0.708 0.849

PA3 0.663 0.856

PA4 0.660 0.857

PA5 0.670 0.859

PA6 0.698 0.851

Behavioural Intention to BI1 0.737 0.870

Second-hand Clothing
Donation (BI) BI2 0.794 0.862
0.893
BI3 0.800 0.859

BI4 0.726 0.872

BI5 0.591 0.893

BI6 0.640 0.885

According to Table 3, all scales for each variable have Cronbach's Alpha values
above 0.6, suggesting that our measurement scale is reliable.

4.3 Exploratory Factor Analysis (EFA)

Table 4 is the final factor analysis when eliminating the variable PA4 whose Factor
Loading difference is lower than 0.5.

Table 4. EFA results for the factors influencing

Factor

AT EC SN PBC PA

AT1 0.810

AT2 0.738

AT3 0.746

AT4 0.671

AT5 0.714
Factors Influencing the Undergraduate’s Behavioural Intention 127

AT6 0.767

AT7 0.692

SN1 0.765

SN2 0.810

SN3 0.788

SN4 0.684

SN5 0.535

PBC1 0.622

PBC2 0.713

PBC3 0.666

PBC4 0.764

PBC5 0.674

EC1 0.650

EC2 0.674

EC3 0.779

EC4 0.740

EC5 0.674

EC6 0.622

EC7 0.676

PA1 0.701

PA2 0.553

PA3 0.547

PA5 0.661

PA6 0.653
128 K. Truong et al.

Sig. (Bartlett's Test of Sphericity) 0.000

KMO (Kaiser-Meyer-Olkin Measure) 0.911

Eigenvalues for 5 extracted factors 1.177

Cumulative Variance (%) 64.369

The KMO value of 0.911 indicated that the data utilised for factor analysis meets the
adequacy criteria (KMO > 0.5) At the Eigenvalues 1 threshold, the factors extracted
need to be able to explain at least 50% of the variance of the data set (Meyer et al.,
2006). The table 4, which showed 5 extracted factors converged at lowest
Eigenvalues of 1.177, proved our EFA model’s validity, with 5 factors explaining
64.369% of the cumulative variance of the observed variables The rotated matrix
results indicated that all variables have Factor Loading coefficients above 0.5, with no
remaining unsatisfactory variables. In this final factor analysis 28 observed variables
converged and discriminated into 5 factors.

Table 5. EFA results for Behavioural Intention to Second-hand Clothing Donation

BI

BI1 0.829

BI2 0.874

BI3 0.877

BI4 0.821

BI5 0.699

BI6 0.744

EFA results for Behavioural Intention to Second-hand Clothing Donation (BI) were
valid with a KMO value of 0.899 (0.5 ≤ KMO ≤ 1), which showed that all 6 observed
variables converged at least Eigenvalues = 3.936 (greater than 1). With Cumulative
Variance = 65,603%, BI factor explained 65.603% of the cumulative variance of 6
observed variables.
 Factors Influencing the Undergraduate’s Behavioural Intention 129

Table 6. Pearson Correlation

AT SN EC PA PBC

BI Correlation 0.517 0.515 0.569 0.705 0.641

Sig 0.000 0.000 0.000 0.000 0.000

Table 6 showed that all independent variables have the Pearson correlation coefficient
higher than 0.5 (ρ-value 0.000). All independent variables have linear correlation
with dependent variable.

Table 7. Multiple Regressiona

Unstandardized Standardised Collinearity

Coefficients Coefficients Statistics
t Sig.
B Std. Beta Tolerance VIF
Error

(Constant) -0.067 0.250 - 0.788

0.269

AT 0.074 0.064 0.064 1.165 0.245 0.552 1.811

SN 0.051 0.049 0.057 1.038 0.300 0.565 1.769

PBC 0.298 0.052 0.301 5.764 0.000 0.614 1.627

EC 0.185 0.066 0.150 2.783 0.006 0.575 1.739

PA 0.402 0.068 0.370 5.931 0.000 0.430 2.325

R2 = 0.601, Adjusted R2 = 0.593

F = 71.845, Sig. (Anova) 0.000

a. Dependent Variable: Behavioural Intention to Second-hand Clothing Donation

According to Table 7 and Table 8, 3 out of 5 variables were positively significant.

Moreover, consistent with H5, H3, and H4: Philanthropic Awareness (PA) (β = 0.370,
ρ-value ≈ 0.000), Perceived Behavioral Control (PBC) (β = 0.301, ρ-value 0.000),
and Environmental Concern (EC) (β = 0.150, ρ-value = 0.006) respectively are
positively associated with the Behavioural Intention to Second-hand Clothing
Donation. While Subjective Norms (SN) (ρ-value = 0.300 > 0.05) and Attitudes (AT)
(ρ-value = 0.245 > 0.05) are insignificant in the regression model and does not
influence Behavioural Intention to Second-hand Clothing Donation (BI).
130 K. Truong et al.

Table 8. Hypothesis test

Hypothesis Description P-values Conclusion

Attitudes has direct and significant impact

H1 on Behavioural Intention to Second-hand 0.245 Rejected
Clothing Donation

Subjective Norms has direct and significant

H2 impact on Behavioural Intention to Second- 0.300 Rejected
hand Clothing Donation

Perceived Behavioral Control has direct

and significant impact on Behavioural
H3 0.000 Accepted
Intention to Second-hand Clothing
Donation

Environmental Concern has direct and

H4 significant impact on Behavioural Intention 0.006 Accepted
to Second-hand Clothing Donation

Philanthropic Awareness has direct and

H5 significant impact on Behavioural Intention 0.000 Accepted
to Second-hand Clothing Donation

According to Table 7, in the multiple linear regression model according to the method
of OLS, the assumptions of the model including multicollinearity, normality of
residual, linearity and linear autocorrelation were checked and determined by the
author to be satisfied.

4.4 Discussion
The findings of the evaluation on consumers' priority concerns in forming the
intention to donate second-hand clothes suggest that Philanthropic Awareness (β =
0.370), Perceived Behavioral Control (β = 0.301), and Environmental Concern (β =
0.150) respectively are the factors that significantly influence the intention second-
hand clothes donation. These findings are supported by Degenstein et al. (2020) who
argued that altruism is the foundation of donation practices. They demonstrate that
college students prioritise the well-being of people when deciding to donate clothing.
For individuals in Asian countries such as Vietnam (P. A. Nguyen & Doan, 2015),
Malaysia (Wai Yee et al., 2016), and Hong Kong (Liu et al., 2018), who are
encouraged by the culture of mutual assistance, the value of compassion holds priority
in charitable activities such as donating. Additionally, the same agreement of (Lee &
Kim, 2023; Zhang et al., 2020) suggests that these GenZ students’ decisions to donate
are directly influenced by internal factors such as knowledge, experience, and
confidence in donating, as reflected in the factor of Perceived Behavioral Control.
Although environmental concern is proved to have strongly influence on the intention
 Factors Influencing the Undergraduate’s Behavioural Intention 131

to donate clothing (Chen & Hung, 2016; Mukherjee & Chandra, 2022; Paul et al.,
2016), in this study, environment concern is identified as a less prioritised factor.
However, Subjective Norm and Attitude do not show statistical significance with the
intention to donate second-hand clothes. For Attitude, not all individuals with a
positive attitude necessarily form the intention to carry out a specific action,
especially when it requires more effort, such as donating (C. M. Nguyen et al., 2020;
Perry & Chung, 2016). The remaining factor, Subjective Norm, can be explained by
the behaviours and lifestyles of GenZ which is proved to be the most independent and
effective in searching for information about contributions using technology by
Vlastelica et al. (2023) and Dimitriou & AbouElgheit (2019).

4.5 Recommendations
Firstly, to encourage young adolescents to participate in clothing donation, NGOs and
charitable organisations in Ho Chi Minh City should raise awareness about
philanthropy among them. This can be achieved by demonstrating processes of how
donated clothing can improve the disadvantaged households’ lives in relation to the
ecosystem, resonating with teenagers’ values and emotions to encourage their
participation. Secondly, fundraisers should enhance clothing donation feasibility,
which requires the effort of the government and brands who have the advantage of
reputation and assurance. Thirdly, the authors suggest that the lack of influence of
attitudes on the intention to donate second-hand clothing may be due to repetitive
donation campaigns without highlighting the meaningful impact of donations, which
is related with C. M. Nguyen et al. (2020) who found the same with students’ reading.
Therefore, educators and parents should foster critical and innovative thinking in
younger generations, emphasising the true value of donating over traditional
methods. Moreover, research by Alshurafat et al. (2023) and Ananzeh (2024)
highlights the positive impact of Corporate Philanthropic Donations (CPD) on
Corporate Economic Performance (CEP), especially in emerging economies.
Consequently, brands are urged to play an active role in donation initiatives, utilising
their strong advertising capabilities. By integrating CPD into corporate social
responsibility strategies can boost long-term profitability and societal well-being.
Collaboration between brands and the government can enhance students' intentions to
donate clothes. Lastly, our study reveals that Subjective Norms do not directly
influence Donation Intention. This highlights the need to reconsider Subjective Norms
as an indirect factor affecting donation intentions. In today's digital age, where
individuals interact not only in physical but also in digital environments, the influence
of strangers' comments and digital footprints on the undergraduate students requires
further investigation. Moreover, the impact of the COVID-19 pandemic, with its
economic repercussions and prolonged digital interactions, underscores the necessity
for specific research on the attitudes of individuals.
132 K. Truong et al.

5 Conclusion

Donating second-hand clothes is considered to be significant solutions to social and

environmental problems of fast fashion as it contributes to mitigating waste and
supporting sustainable consumption practices. Our research investigates the factors
influencing the intention of the undergraduate consumers in Ho Chi Minh City to
donate second-hand clothing. We address a significant research gap in the context of
limited attention given to second-hand clothing donation behaviour. By developing
and validating the TPB model, we identify the determinants that shape their donation
intentions, taking into account both environmental and social factors. The findings
underscore the importance of Philanthropic Awareness, Perceived Behavioral
Control, And Environmental Concern in shaping these intentions. Since then, provide
valuable insights for the fashion industry, enabling them to formulate effective
strategies that promote sustainable consumption and production. Moreover, aligning
with the Sustainable Development Goals (SDGs), particularly SDG12 and SDG10,
this research contributes to reducing inequalities and fostering sustainable
consumption and production practices. The authors hope that these findings will
inspire future strategies and policies aimed at advancing sustainable development in
the fashion industry while addressing social welfare concerns.
 Factors Influencing the Undergraduate’s Behavioural Intention 133

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