Exploring Green Purchase Intention of Fashion Products:
A Transition Country Perspective
Phuong Mai Nguyen1, Nam D. Vo2*and Nguyen-Nhu-Y Ho1
1 International School, Vietnam National University Hanoi, Vietnam
2 FPT University, Da Nang, Vietnam
*Corresponding author: namvd8@fe.edu.vn
Abstract
Academic marketing scholars have paid considerable attention to the green
purchasing intention of fashion products. From the perspective of transition
countries, research on environmental awareness and consumers’ attitude toward green
purchasing is extremely limited, particularly for fashion products. The purpose of this
study is to examine the factors that influence the green purchase intention of fashion
products from the perspective of Vietnam, a transition country. This study used an
integrated research model by combining the Value Identity Personal Norm Model
and the Theory of Planned Behavior. This model was used to determine how
Vietnamese consumers plan to buy green products in the fashion industry. Notably,
personal norms and the attitudes of consumers are two mediators in the research
model. To collect data, a self-administered questionnaire survey was conducted in
the three largest cities in Vietnam. Three hundred and forty-eight valid responses
were analyzed using the SmartPLS 3.0 software for partial least squares structural
equation modeling. Findings indicate that environmental self-identity and personal
norms have a significant influence on attitude toward green fashion purchase
intention. In turn, the strongest predictor of green purchase intention is the attitude,
followed by subjective norms and perceived behavioral control. As a result, solutions
are proposed for marketers and government bodies to change their approach to
promoting green purchasing behavior in the Vietnamese apparel industry.
Keywords: Green purchase intention, Fashion products, Theory of planned behavior
(TPB), Value identity personal norm (VIP) Model.