(Tiểu luận) an investigation of the factorsinfluencing the behavioral intentionsof generation z towards recycledclothing in viet nam

VIETNAM GENERAL CONFEDERATION OF LABOUR TON DUC THANG UNIVERSITY FACULTY OF BUSINESSS ADMINISTRATION BUSINESS RESEARCH AN INVESTIGATION OF THE FACTORS INFLUENCING THE BEHAVIORAL INTENTIONS OF GENERATION Z TOWARDS RECYCLED CLOTHING IN VIET NAM Lecturer: MBA Trần Thị Vân Trang Group: 04 Team : Supernut HO CHI MINH, YEAR 2023 CONTENT ABSTRACT INTRODUCTION 1.1 Background 1.2 Problem statement 1.3 Purpose of research 11 1.4 Research questions .12 1.5 Significance of research 12 LITERATURE REVIEW 13 2.1 Theoretical foundation .13 2.2 Background foundation 16 2.2.1 2.2.2 2.2.3 2.2.4 2.2.5 2.2.6 2.2.7 Fast consumption 16 Generational cohorts and consumption .17 Perceived behavioral control 18 Behavioral beliefs 19 Normative Influences 21 The theory of planned behavior .22 Perceived value 23 2.3 Previous model 24 2.3.1 Research of key papery 24 2.3.2 Research of support paper 26 2.3.3 Research of support paper 28 2.4 Research development 29 METHODOLOGY 31 3.1 Research design 31 3.2 Questionnaire design 31 3.3 Measurement scales .32 3.4 Sampling 36 3.5 Collection method 37 DATA ANALYSIS .38 4.1 Respondent demographics 38 4.2 Measurement scale .41 4.2.1 4.2.2 4.2.3 4.2.4 4.2.5 Indicator reliability 41 Internal consistency reliability 43 Variance Inflation factor .44 Convergent validity 44 Discriminant validity 45 4.3 Structural Model 50 4.3.1 Model fit 50 Table 51 4.3.2 R square 51 4.3.3 Path coefficient 52 4.4 Result of verify research hypothesis .54 CONCLUSION AND RECOMMENDATIONS 55 5.1 Research Summary 55 5.2 Theoretical implications .57 5.3 Limitations and Recommendations for future research 59 REFERENCES 63 LIST OF FIGURES Figure Figure Figure TEAM MEMBER NAME Nguyễn Phú Lợi Nguyễn Phương Khoa Nguyễn Phúc Nguyên Trần Nguyễn Phương Anh Phạm Nguyễn Như An Vũ Khánh Huyền ID 720V0033 821H0081 721k0064 721K0430 721V0002 721K0409 Htoo Kyaw Lin 721K0459 ABSTRACT This research paper investigates the relationship between environmental concern and purchase intention of recycled clothing among Generation Z consumers in Viet Nam The textile industry is a major contributor to environmental pollution, and recycling textiles can reduce its impact Using the theory of planned behavior as the framework, the study analyzes the influence of environmental concern on attitudes, subjective norms, perceived behavioral control, and purchase intention towards recycled clothing Data was collected from a convenience sample of 295 respondents through a structured questionnaire distributed via social media platforms, and structural equation modeling was used for data analysis The results indicate that environmental concern has a significant positive effect on attitudes, subjective norms, perceived behavioral control, and purchase intention towards recycled clothing Additionally, attitude and subjective norms towards recycled clothing were found to have a significant positive effect on purchase intention The study suggests that Generation Z consumers in Viet Nam possess a high level of environmental concern and are motivated to purchase eco-friendly products This paper provides valuable insights for promoting responsible consumption and raising awareness of environmental risks across social media platforms, with an emphasis on the role of ethics and personal commitment in motivating consumers to buy recycled clothing Document continues below Discover more Business from: research… Đại học Tôn Đức… 16 documents Go to course Exercise - Chapter 110 Business research… 100% (1) THE INFLUENCE OF 65 E-SERVICE QUALITY… Business research… None Quizz phần H2 hello Business research… None Báo cáo cuối kì ppnc 45 - ppnc Business research… None 4Ps Sustainability Report 2021 EN… Business research… None Final Report (PDF) INTRODUCTION77 1.1 - Trường Đại học Tô… Business research… None Background The group known as "post-millennials" or Generation Z consists of individuals born between 1995 and 2010 (Seemiller and Grace, 2016), and they have now reached young adulthood as college students (Nguyen et al., 2018) While there are varying opinions on the exact birth years that define this generational cohort (Nielsen, 2018; Priporas et al., 2017; Wood, 2013), previous research (Igel and Urquhart, 2012; Seemiller and Grace, 2016) has commonly used the aforementioned range The distinguishing factor of this generation from its predecessors is their strong inclination to adopt environmentally friendly products (Nielsen, 2016) and their inherent motivation to engage in sustainable practices (Financial Times, 2018) Generation Z individuals are well-educated consumers who possess a deep understanding of environmental concerns and eco-friendly merchandise (Adnan et al., 2017), and they believe that companies have a responsibility to address social and environmental issues (Amed et al., 2019) They are also willing to contribute to this cause by switching to eco-friendly alternatives It is noteworthy that India's demographic statistics indicate that 45 percent of its population is below 25 years old, and by the end of 2020, 40 percent of US consumers will belong to the Generation Z cohort (Empson, 2016) Additionally, this generational group is projected to represent 40 percent of the global population by the end of 2020 (Amed et al., 2019), suggesting that their socially conscious and change-seeking attitudes will significantly influence consumption patterns Given the growing number of Generation Z consumers worldwide and the consequential shift in consumption trends, this study will primarily focus on this generational cohort 1.2 Problem statement The production of textiles has a detrimental impact on the environment since it not only uses more water and energy but also heavily uses pesticides, emitting greenhouse gases that contaminate the air and soil (Allwood et al., 2006) (FAOICAC, 2015) The textile industry accounts for 10 percent of all CO2 emissions globally and is the second most environmentally destructive industry in the world Moreover, the production of textiles results in the discharge of toxic byproducts into the air and wastewater, which has an effect on the global environmental quality (Khan and Malik, 2014) This problem has become worse in recent years as the demand for textile products throughout the world is growing significantly due to the "fast fashion" trend that has evolved over time and is extremely popular among the younger generation (The Fiber Year Consultancy, 2015) (2010) Bhardwaj and Fairhurst Fast fashion is "an cheap version of contemporary high fashion clothing trends, which change at a quick rate, with today's newest outfits swiftly becoming yesterday's," according to Joy et al (2012) (p 275) Because of the expanding population and economic development, the spike in demand will surely continue This appears to be a concerning situation since rising textile manufacturing increases resource consumption and harms the environment by producing more textile waste as a result of rising demand for stylish apparel (Rathinamoorthy, 2019) There is no doubt that the status of the environment in our planet is negatively impacted by this fast fashion trend More environmentally friendly products must thus be used and consumed (Kulshreshtha et al., 2017) As a result, sustainable alternatives to fast fashion must be developed and sold One potential remedy for this ongoing problem is the recycling of textiles, which can reduce the environmental impact by lowering the production of virgin fiber (Vehmas et al., 2018) It also reduces the industrial chain's usage of water, power, and dangerous chemicals (Dahlbo et al., 2017), hence reducing the environmental impact (Sandin and Peters, 2018) Thus, it is critical that we use more recycled clothing This study has certain limitations that could suggest directions for further research Firstly, the use of a convenience sample of Generation Z consumers in India may constrain the possibility of generalizing findings In order to develop a more comprehensive understanding of different consumer segments and increase H1 Environmental concern (EC) has Not support negatively influenced Purchase intention for recycled clothing (PIRC) H2 Personal norm positively influences Support Purchase intention for recycled clothing (PIRC) H3 Perceived value positively influences Support Purchase intention for recycled clothing (PIRC) H4 Willingness to Pay influences Purchase Not support intention for recycled clothing (PIRC) Table Because the results of the data analysis have been reported above The hypotheses H2,H3are accepted on the table The result of hypothesis H1 is rejected because environmental concern (EC) has negatively influenced Purchase intention for recycled clothing Similarly, the hypothesis H4 is also eliminated because Willingness to Pay negatively influences Purchase intention for recycled clothing (PIRC) 54 CONCLUSION AND RECOMMENDATIONS 5.1 Research Summary The purpose of this study was to investigate the elements affecting Generation Z's behavioral intentions regarding recycled garments in Vietnam The research results show that the group's goals have been achieved at the beginning: Identify the factors affecting the purchase intention of young consumers towards recycled fashion products in Viet Nam Measure the influence of each factor on young consumers' decision to buy recycled clothes in Viet Nam Propose some solutions to raise awareness of young consumers towards the recycled products in Viet Nam Test the correctness of the model Finally, propose and call for some recommendations from the research results to increase the awareness of young people in Viet Nam on the issue of buying and using recyclables for the environment Based on the theoretical basis and previous studies on the awareness level of young consumers in Viet Nam about the decision to buy recycled fashions, the study presents a research model with a sample size of 295 young consumers in Viet 55 Nam The research model has been verified through many steps to ensure its practical application The analysis data shows that the results of this study are different from previous studies In the previous study, the above factors all positively affect the purchase intention of recycled fashion products However, when applied in Vietnam, the results are completely different from reality The relationship between EC and PIRC and WPP with PIRC showed negative results Conclusion on the issue, compared to different regions, young people's consciousness is perceived as well as affected through the surrounding living environment, the previous report made in India shows that awareness about environmental concerns due to the widespread consumption of fast fashion, strengthening the foundation as well as educating the young generation (Gen Z) to know smart consumers when product payment Regarding the study in Vietnam, it can be said that young people are known about recycled garments, but the awareness of its importance is not widespread but is showing signs of development so there will be some relationships worry about paying for recycled fashion products Shows that although the same problem, when placed in a different environment, it will give different results 56 5.2 Theoretical implications In terms of theoretical perspective, this research investigates the influence of environmental concern, perceived value, personal norms, and willingness to pay on Generation Z’s purchase intention in Viet Nam for recycled clothing by applying the theory of planned behavior First, prior research has examined customers' desire to buy recycled clothing using the theory of planned behavior (Ajzen, 1991; Cowan and Kinley, 2014) The research by Pallavi Chaturvedi, Kushagra Kulshreshtha, and Vikas Tripathi introduces the theory of planned behavior to examine the behavior with a problem of incomplete volitional control They contend that purchased intentions on green clothing must be affected by the factors such as behavioral beliefs, normative beliefs, and perceived behavioral control Some of these factors also impacted this research The second implication is that recent research may use earlier research to understand and justify its findings The findings of Pallavi Chaturvedi’s, Kushagra Kulshreshtha’s, and Vikas Tripathi’s research showed that Personal Norms(PN) and Perceived Value (PV) had a substantial impact on Gen Z consumers' intentions in India These constructions are also prevalent in Viet Nam, our analysis revealed According to Pallavi Chaturvedi’s, Kushagra Kulshreshtha’s, and Vikas Tripathi’s research, Environmental Concerns (EC) and Willingness to Pay Premiums (WPP) 57 have a significant effect on intention However, it was not discovered to be a crucial element for Viet Nam Gen Z consumers In this research, Environmental Concerns (EC) and Willingness to Pay Premium (WPP) have not influenced the Purchased Intention for Recycled Clothing on Gen Z consumers’ intention in Viet Nam The results suggest that this theory is suitable for providing a better understanding of consumers’ intentions, and the theories could offer various interpretations of intention in different environments In the original model of Pallavi Chaturvedi’s, Kushagra Kulshreshtha’s and Vikas Tripathi’s research all of the four independent variables including Environmental Concerns (EC), Personal Norms (PN), Perceived Value (PV), and Willingness to Pay Premium (WPP) have a positive relationship with dependent variable, Purchased Intention on Recycled Clothing (PIRC) However, EC and WPP have been rejected in our model due to the results of data analysis in Viet Nam On the other hand, PN and PV have been accepted and validated for our model In this research, we establish a relationship between these two independent variables, PN and PV, to determine the relevance of the dependent variable, PIRC 5.3 Limitations and Recommendations for future research Limitations 58 While this research provides valuable insights into the attitudes and behaviors of Vietnamese consumers towards recycled clothing, there are several limitations that should be acknowledged These limitations may provide opportunities for future research to build upon and improve upon the findings of this study Firstly, despite the growing interest in sustainable fashion in Vietnam, there is still a lack of awareness among Vietnamese consumers regarding the environmental benefits of recycled clothing This could limit the potential for increased demand for recycled clothing in the country Future research should explore ways to increase awareness and educate consumers about the positive impact of recycled clothing on the environment Secondly, cultural attitudes towards second-hand clothing may impact the willingness of Vietnamese consumers to purchase recycled clothing Vietnamese consumers may have different cultural attitudes towards second-hand clothing than consumers in other countries These attitudes may be influenced by factors such as tradition, social norms, and perceptions of hygiene Future research should examine these attitudes and how they can be overcome to increase the acceptance of recycled clothing Thirdly, the availability of recycled clothing in Vietnam is currently limited Most recycled clothing is sold in second-hand markets or online platforms, which may 59 not be easily accessible to all consumers This could limit the potential for increased demand for recycled clothing Future research should explore ways to increase the availability of recycled clothing, such as through partnerships with mainstream retailers Fourthly, Vietnamese consumers may perceive recycled clothing as lower quality than new clothing This perception could limit the potential for increased demand for recycled clothing in the country Future research should examine the quality of recycled clothing and identify ways to ensure that it meets consumer expectations Finally, Vietnamese consumers may be price sensitive when it comes to recycled clothing, as they may perceive it as less valuable than new clothing This perception could limit the potential for increased demand for recycled clothing in the country Future research should explore ways to address this perception and increase the perceived value of recycled clothing in the eyes of consumers Despite these limitations, this research provides valuable insights into the attitudes and behaviors of Vietnamese consumers towards recycled clothing The recommendations provided can be used to enhance the perceived value of recycled clothing in Vietnam and promote sustainable fashion in the country Recommendations 60 Recommendations for enhancing the perceived value of recycled clothing in Vietnam have been proposed based on current trends and behaviors related to sustainable fashion and recycled clothing The first recommendation is to increase awareness and educate the public on the benefits of wearing recycled clothing, through targeted advertising campaigns, social media platforms, and partnerships with sustainable fashion influencers Another recommendation is to partner with local designers to create recycled clothing collections that are stylish and on-trend This can enhance the perceived value of recycled clothing in Vietnam, as collaborating with local designers can make recycled clothing more fashionable and trendy, rather than a less desirable alternative Emphasizing the affordability of recycled clothing is also recommended to make it a viable option for those looking for budget-friendly fashion Highlighting the affordability of recycled clothing can make it more appealing to a wider audience, including those who cannot afford luxury or high-end clothing Vietnam is known for its beautiful natural landscapes, and therefore, highlighting the environmental benefits of recycled clothing can resonate with the population By emphasizing the positive impact that recycled clothing has on the environment, 61 the perceived value of the product can increase, encouraging individuals to choose it over conventional clothing Lastly, creating sustainable fashion events that showcase recycled clothing can raise awareness and promote the perceived value of recycled clothing Sustainable fashion events can include fashion shows, pop-up shops, and clothing swaps, all of which can educate individuals on the benefits of recycled clothing and promote sustainable fashion However, it is important to note that there are limitations to these recommendations For instance, increasing the perceived value of recycled clothing through affordability may lead to price wars with conventional clothing Also, while partnering with local designers may enhance the perceived value of recycled clothing, it may not necessarily translate into increased sales Therefore, future research is necessary to explore these limitations and develop strategies to overcome them, while implementing these recommendations to promote sustainable fashion and 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