Abstract
This study aims to assess the impact of electronic word of mouth (eWOM) on the intention to purchase sustainable fashion products for young people in Ho Chi Minh City. By surveying 408 subjects aged 15-29 in Ho Chi Minh City, after running data with SPSS software, the research results show that there are many factors of eWOM affecting the intention to purchase sustainable fashion products of young people, however, the factor of information quality has the strongest influence and the solutions are also aimed at improving the quality of electronic word of mouth information. The study contributes to helping businesses use eWOM as an effective marketing method to promote green fashion intentions of young people.
Keywords: Sustainable fashion, electronic word of mouth, purchase intention, young people, Ho Chi Minh city.
JEL classification: L66.
DOI: 10.63767/TCKT.33.2025.45.57
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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
