Abstract
This study aims to understand the factors affecting green consumption in the fashion industry in Ho Chi Minh City. With a survey sample of 220 young customers from 18 to 30 years old who are using or intend to use green and sustainable fashion products, combined with quantitative analysis techniques including Cronbach Alpha reliability test, exploratory factor analysis, and linear regression, research results indicate that: environmental concern, sustainability consciousness, fashion consciousness, ad skepticism, brand evaluation have positive impacts on green consumer behavior in the field of fashion. The study also proposes managerial implications to help fashion manufacturers increase efficiency in communication and image to customers.
Keywords: green consumption, environmental concern, sustainability consciousness, fashion consciousness, ad skepticism, brand evaluation.
JEL classification: E2; L67.
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Ban biên tập Tạp chí Kinh tế & Quản trị Kinh doanh
Phòng 514, Nhà điều hành, trường Đại học Kinh tế & Quản trị Kinh doanh
Địa chỉ: Phường Tân Thịnh, thành phố Thái Nguyên
Email: tapchikt-qtkd@tueba.edu.vn; Điện thoại: 0208.3903373
