TON DUC THANG UNIVERSITY FACULTY OF BUSINESS ADMINISTRATION INTERNATIONAL BUSINESS DAI HOC TON DUC THANG TON DUC THANG UNIVERSITY REPORT BUSINESS RESEARCH METHODS FACTORS AFFECT THE C
Object and scope of the 1n
Consumer intention criteria that determine if a sustainable piece of clothing created with a certain eco-friendly material is reasonable in Ho Chi Minh City, Vietnam, are the study's research topics Respondents are Vietnamese shoppers who have been willing to spend more on eco-friendly clothes due to their environmental awareness
In terms of space: all surveys were collected from individuals currently living,studying, and working in Ho Chi Minh City, Vietnam
In terms of time: the time for data collection was prepared and implemented, within 02 months from March to May 2023
This paper aims at investigating which are the factors that influence the green consumer behavioral intention in the fashion industry In particular, the Theory of Planned Behavior (TPB) (Ajzen, 1991) has been successfully used to explain a wide range of pro-environmental behaviors and intention to purchase green and fashion products (e.g., Brandao ~ and da Costa, 2021; Onel, 2017; Perri et al., 2020; Rhodes et al., 2015; Saricam and Okur, 2019; Xu and Jackson, 2019) In this study, we rely on this theory, trying at the same time to explain the main variables also through the lens of other relevant theories for understanding consumer behavior (e.g., theory of reasoned action and value-belief-norm) Specifically, this article investigates the influence of consumer’s environmental concern, perceived value of the product, and consumer familiarity with the product (both direct and indirect experiences) on purchase intention and willingness to pay a premium price for sustainable fashion products We built a theoretical model and, via a survey conducted on about 250
Vietnamese consumers between March and May 2023, we tested it for products made of organic fibers
Theoretically, this research is intended to check the factors of Theory of Planned
Behavior (TPB) used to clarify effects of pro-environmental behaviors and intentions to purchase sustainable fashion products After the above factors are checked and analyzed, it will be the base for us to evaluate the importance of consumer environ- mental concern on consumption purpose as well as the satisfaction of customers when using sustainable fashion On the practical side, this research would like to provide the following recommendation to examine the theoretical relativity of how consumer behaviors influence the intentions of purchasing sustainable fashion products
In order to achieve the above research objectives and orientation for the research, our group has identified these question to solve the following problems:
Why do people prefer sustainable clothing to quick clothing ?
What factors impact on customer behavior about green clothes in the fashion industry?
Significance of research ccececeeece
Compared to existing studies, this paper proposes several elements of novelty This is the first study that integrates the consumer behavior perspective with the perspective of green product design, by comparing green consumer behavioral intention for products belonging to the same product class (clothing) and made of different eco- materials Furthermore, this is the first study that considers environmental concern together with consumer perceived value of the product and consumer familiarity with the product as antecedents of green consumer behavioral intention Results of this paper provide implications for scholars, managers, and policymakers
1.7 Structure of the research paper
The research topic of the group is divided into 5 main chapters, specifically as follows:
This chapter introduces an overview of the research topic
This chapter examines previous scientific papers related to research topics as well as giving a theoretical framework for this research ô Chapter 3: Research methodology
This chapter clearly analyzes the methods used in the research
" Chapter 4: Data Analysis and Result
This chapter summarizes the conclusion outcomes after researching and discussing the results of data analysis
This chapter includes a summary of the research topic, making recommendations for the research subjects as well as other stakeholders
We present the implications of our study, along with limitations and future research directions
Green consumer behavior (Katherine White, 2019) refers to the actions and purchasing decisions of individuals who prioritize environmental concerns when making choices about the products and services they consume It involves considering the environmental impact of the products and services they buy, as well as the sustainability practices of the companies that produce them
Green consumer behavior can include actions such as:
Choosing products made from environmentally sustainable materials
Reducing energy consumption by choosing energy-efficient products
Reducing waste by choosing products with minimal packaging
Choosing products that are made using environmentally responsible manufacturing processes
5 Buying locally produced products to reduce the carbon footprint of transportation
6 Choosing to recycle and compost to minimize the amount of waste sent to landfills
Overall, green consumer behavior involves a conscious effort to make choices that are environmentally responsible and sustainable It can have a positive impact on the environment, as well as on individual health and well-being
A green product( Prinona, 2019) Das is a sustainable product designed to minimize its environmental impacts during its whole life-cycle and even after it’s of no use Green products are usually identified by having two basic goals — reducing waste and maximizing resource efficiency They are manufactured using toxic-free ingredients and environmentally-friendly procedures and are certified by recognized organizations like Energy star, Forest Stewardship Council, etc
Some of the characteristics of a green product are:
@ Grown without the use of toxic chemicals and within hygienic conditions
@ Can be recycled, reused and is biodegradable in nature
@ Comes with eco-friendly packing
@ Has reduced or zero carbon footprint
@ Has reduced or zero plastic footprint
An eco-material is an alternative to a traditional material for a specific use It has a lower environmental impact than the traditional material it replaces, yet it maintains similar properties, particularly in terms of durability Eco-materials are used within a general eco-construction approach aimed at reducing the structures’ environmental footprint.(Gwenn Le Saout, 2018)
2.1.4 Theory of Reasoned Action (TRA)
The Theory of Reasoned Action (TRA) (Fishbein and Ajzen, 1975), which is often extended to the Theory of Planned Behavior (TPB), is a cognitive theory that helps psychologists understand human behavior in specific contexts
Most notably, the Theory of Reasoned Action has been used to assist in predicting and explaining several health behaviors (LaCaille, 2020)
The theory of reasoned action was developed by psychologists Martin Fishbein and Icek Ajzen in 1975, originally as an improvement to the information integration theory
Fishbein and Ajzen formulated the theory after attempting to determine the differences between attitude and behavior
The theory of reasoned action differs from information integration theory for a few reasons The first of these is the idea of behavioral attention
Additionally, the theory of reasoned action acknowledges that there are factors that can limit the influence of attitude on behavior
The Theory of Reasoned Action has four main terms: Belief, Attitude, Subjective Norms, and Intention :
1 Belief: is the probability that an object has some attribute Usually, this is used to mean that someone has a belief that some action or behavior will lead to a consequence
2 Attitudes: are our positive or negative evaluation of a particular behavior — whether or not someone thinks the behavior is a good or bad idea or if it will lead to outcomes that they personally value
3 Subjective norms: are the sum of all of the important people in someone’s life and whether they think those people would want them to perform the behavior
4 The intention: is the readiness to perform a behavior This describes how likely someone thinks they are to perform a specific behavior
2.1.5 Theory of Planned Behavior (TPB)
The Theory of Planned Behavior (TPB) ( Ajzen,1991 ) is seen as an improvement to the TRA, often mentioned and discussed with it This makes sense, since the TPB reinforces and adds to the assumptions in the TRA
The TPB maintains what TRA postulated about human behavior being governed by one’s attitudes and behavioral intentions characterized by the presence of social norms and the exercise of volitional control However, it incorporates several modifications that allows for greater accuracy and reliability in understanding one’s attitudes and predicting his deliberate, planned, and resulting actual behavior
The Theory of Planned Behavior (TPB) started as the Theory of Reasoned Action in
1980 to predict an individual's intention to engage in a behavior at a specific time and place The theory was intended to explain all behaviors over which people have the ability to exert self-control The key component to this model is behavioral intent; behavioral intentions are influenced by the attitude about the likelihood that the behavior will have the expected outcome and the subjective evaluation of the risks and benefits of that outcome
The TPB has been used successfully to predict and explain a wide range of health behaviors and intentions including smoking, drinking, health services utilization, breastfeeding, and substance use, among others The TPB states that behavioral achievement depends on both motivation (intention) and ability (behavioral control)
It distinguishes between three types of beliefs - behavioral, normative, and control The TPB is composed of six constructs that collectively represent a person's actual control over the behavior
1 Attitudes - This refers to the degree to which a person has a favorable or unfavorable evaluation of the behavior of interest It entails a consideration of the outcomes of performing the behavior
2 Behavioral intention - This refers to the motivational factors that influence a given behavior where the stronger the intention to perform the behavior, the more likely the behavior will be performed
3 Subjective norms - This refers to the belief about whether most people approve or disapprove of the behavior It relates to a person's beliefs about whether peers and people of importance to the person think he or she should engage in the behavior
4 Social norms - This refers to the customary codes of behavior in a group or people or larger cultural context Social norms are considered normative, or standard, in a group of people
5 Perceived power - This refers to the perceived presence of factors that may facilitate or impede performance of a behavior Perceived power contributes to a person's perceived behavioral control over each of those factors
6 Perceived behavioral control - This refers to a person's perception of the ease or difficulty of performing the behavior of interest Perceived behavioral control varies across situations and actions, which results in a person having varying perceptions of behavioral control depending on the situation This construct of the theory was added later, and created the shift from the Theory of Reasoned Action to the Theory of Planned Behavior
Sustainable fashion is an umbrella term used to describe products, processes, activities, and decision-makers involved in creating a carbon-neutral fashion industry
Sustainable Fashion promotes equality, social justice, animal welfare, and ecological Integrity
Sustainable fashion insists on locally sourced and produced garments, a transparent supply chain, traceable work processes, and raw materials, safe working conditions, and fair wages there’s no such a thing as zero-impact clothing There’s always some negative impact on the environment
However, there are brands that are set to make a difference While some brands focus on one or two sustainability issues, others manage to tackle more of them
The problem is that there’s no regulation on the term “sustainable fashion” In an industry that is already murky, some brands are being dishonest about their environmental efforts
This is known as greenwashing, manipulative tactics to promote sales without even trying to run a truly sustainable business
So how can you spot truly sustainable clothing brands?
Start with those who put an emphasis on transparency in their supply chains Also, keep an eye out for partners and standardized certificates that stand behind sustainability claims
Background foundation e
2.2.1 Support paper: The research conducted by (2019) A Generation Z Perspective
Increased awareness of the climate crisis leads to sustainability becoming more important to many people as the actions made today will have a large impact on future generations Generation Z (Johnston, R 2018) is soon to be the largest consumer group globally, where most people are interested in implementing sustainable lifestyles Gen Z will soon hold a powerful position as fashion consumers and has the ability to drive positive changes for societies globally (Abrahamson, E 2011)
The purpose of this research is to study consumer attitudes and behavior towards purchasing sustainable fashion products on the Swedish market The group aimed to be studied includes people over the age of 18 in Sweden that belong to generational cohort Z
Focusing only on fashion for young people may have the following limitations Ignore many other aspects of ages: Focusing on a specific customer group may overlook other potential markets, for example, the elderly, the thin, the fat, the disabled, etc This can lead to lost sales opportunities and reduced revenue Secondly, lack of diversity: Focusing on only one group of customers can lead to a lack of diversity in the product This can prevent customers with different preferences from finding the right product for them In addition,it does not meet the diverse needs of consumers: The needs and fashion preferences of consumers are very diverse Young research subjects should have a short lifespan: Fashion for young people usually has a shorter lifespan than fashion for older people Focusing only on this market can make products obsolete quickly, leading to loss of potential customers Therefore, focusing only on fashion for young people has limitations and should not ignore the needs and preferences of different groups of customers
2.2.2 Support paper: The research articles performed by Maarit Aakko and Ritva Koskennurmi-Sivonen (2013)
This research paper examines the problem “Designing Sustainable Fashion:
Possibilities and Challenges” by Maarit Aakko and Ritva Koskennurmi-Sivonen,
2013 In this research, they mentioned that in recent years, developing nations will use more clothing as their economies improve, adding to the amount of clothing waste produced As a result, they provided a theoretical framework that brings together sustainability and fashion design by combining various facts, ideas, and requirements into one model to guide the designer’s point of view, in particular for small- scale manufacturing They pointed out that they wanted to demonstrate the complexity of the sustainability problem While the term “sustainable” usually brings up anxiety about the environment, natural resources, and carbon emission, they concentrate on the sociocultural context and the welfare of the individual when talking about fashion
So, the purpose they made this research about this problem is to assist fashion designers who want to contemplate sustainability by gathering data, especially theoretical data, i.e texts from academic publications The data is analyzed by identifying and categorizing pertinent concepts by using a constant comparative method, i.e., by looking at the internal consistency of each category The analysis and the model clarify the concern of which ideas and practices should be considered in sustainable fashion design However, as it develops, an integrated model aids in concurrently observing a variety of facts and perspectives that have an impact on the production of fashion "Considered take and return" (Kawamura, Y 2005) is the model's main component It is founded on design principles related to other categories, including material sourcing, fabric treatment, production techniques, resource conservation, societal consequences, information transparency, attachment, and appreciation a =——————ệBũ
/ ys ATIACHMENT AND`ơ Recycng “ N / / `“ APPRECIATION > z“ \
SUSTAINABLE EVELOPMEN AND RETURN Finishing FASHION
Processes Activism iow Fashion Cradle to Crad
Social ResponsÐfy ` Functional Design Ạ ý Nanotechnology,
N 1 Energy Efficiency ng ' Supply Chain J
Fig 1 Model of Sustainable Fashion Design
The result of this study showed that the concepts of the core category, “considered take and return”, have been derived from design philosophies that focus on sustainability If designers do not adopt these philosophies, they can reflect on their own design methodology in relation to the concepts offered here to achieve their goals (Grose, L 2009) The world of fashion is not ineffective It 1s produced and used, so both the producer and the consumer are held responsible for their decisions Although there is no formal definition of sustainable fashion and no detailed guideline for accomplishing its goals, the more of the different sustainability components are implemented, the closer we get to acknowledge the values of sustainable fashion
However, there is an unclear clarification that the study did note that handcrafting can also be included as a part of sustainable fashion but the life in the city is fast and hectic Urban population is occupied with a lot of work and may hardly find time to make clothes for themselves Buying hand-made clothes may prove expensive to them Consequently, the urban population resorts to the use of machine made clothes, the majority of the time.
Proposal models and hypothes1s - - 2< S2 SE nS ST LH HH TH vn re 2929
Environmental concem ( CONSUMER BEHAVIORAL \ a INTENTION FOR
Product perceived See 2 Purchase intention value is; || H4
Consumer H5a suy: familiarity with the Va WNseksga product Le Hée 4 premium price
SOCIO- GENERAL DEMOGRAPHIC CLOTHING VARIABLES PURCHASE
Gender - Importance Education given to Income different aspects
Fig | shows the theoretical model of this study, with the developed
2.3.1 Research Model ( Phuc ) hypotheses On the left, there are the factors determining the consumer behavioral intention for sustainable clothing (environmental concern, perceived value of the product, and consumer familiarity with the product - distinguished into indirect and direct experiences), while, on the right, there is the behavioral intention as represented by two dimensions: purchase intention and willingness to pay a premium price
Further, consumers’ socio-demographic characteristics and relevance given to several aspects when purchasing clothing are included in the model as control variables
2.3.2.1 Consumers’ environmental concern is positively related to the intention to purchase sustainable clothing
Consumers’ environmental concern is positively related to the intention to purchase sustainable clothing Marketing literature also suggests that consumer intention to purchase a product is affected by the product price In this regard, consumers who are concemed about the environment might not necessarily buy green or sustainable products (Yue et al., 2020) In fact, consumers who claim to be concerned about the environment might still not adopt pro-environmental behavior during the purchase, due to the higher price of green products compared to traditional products (Malik et al., 2017; Yue et al., 2020) Thus, it is important to study whether a price increment can affect consumers’ purchase behavior for sustainable products (Lichtenstein et al., 1993; Stall-Meadows and Davey, 2013) As environmental concern is an antecedent of attitude, people who value environmental issues tend to evaluate environmental consequences related to the purchase of a product (e.g., less harmful to the environment) If these consequences are significant enough for consumers, then they might be willing to pay a higher price for this product For instance, Notaro and Paletto (2021) investigated the WTP of
Italian consumers for different bio-textile garments (shirt, socks and T-shirt) made from certified wood Authors found that consumers with higher environmental concern were willing to pay a premium price — between 64 % to 128 % of the initial price — for these products
2.3.2.2 Consumers’ environmental concern is positively associated with the willingness to pay a premium price for sustainable clothing
According to studies (Han et al., 2017; Wei and Jung, 2017; Zhao et al., 2018; De Toni et al., 2018; S energy et al., 2019; Chi et al., 2021) customers’ propensity to purchase clothing may be positively associated with their percetved worth As a result,
"value for money" is a far more limited term than “perceived value of a thing” (Wei and Jung, 2017) As a result, it is possible to think about customer perceived value as a multidimensional construct As a result, many characteristics or dimensions help to describe consumers’ multilayered value perceptions (Babin et al., 1994; Sheth et al., 1991; Zauner et al., 2015) The constitutive PERVAL model also indicates that three essential constructions of perceived value are functional, economic, and social values (Sweeney and Soutar, 2001) Value is a perception, a view, or an understanding made up of quantifiable components, according to Stonewall (1992), hence it depends on delivery, product features, service, quality concerns, and price (Yee and San, 2011)
2.3.2.3 The perceived value of a sustainable clothing product made with a given eco- friendly material positively impacts consumers’ intention to purchase that kind of product
Perceived value can also serve as a predictor of consumers' willingness to pay a premium price in the context of sustainable fashion The use of ecologically friendly materials and production techniques can offset the greater cost of sustainable clothes (Moon et al., 2014)
In spite of this, buyers continue to seek out the best deals by determining the ideal balance between cost and quality (Brandao and da Costa, 2021) Consequently, a consumer's WTP for a product is influenced by the perceived benefits they believe they will recetve from using it.Customers are more willing to pay more for projected benefits when they believe that a product has excellent performance and quality (Baker and Crompton, 2000; Homburg et al., 2018; Jung and Jin, 2016; Sweeney and Soutar, 2001; Yang and Peterson, 2004) Consumers are prepared to pay more for ecologically friendly items as long as their quality is higher than that of conventional products, according to D'Souza et al (2007) The desire to pay a premium price for energy-saving appliances is influenced by consumer perceptions of quality, as well as emotional and environmental values, according to Zhang et al (2020)
The desire to pay a higher price for slow fashion products is also positively influenced by perceived value, according to Sener et al (2019)
2.3.2.4 The perceived value of a sustainable clothing product The value of sustainable clothing in people's opinion developed the following hypotheses:
2.3.2.5a Consumers’ indirect experience (knowledge of the product’s existence) with a sustainable clothing product made with a given eco-friendly material positively impacts their intention to purchase that kind of product The consumer's indirect experience (knowing of the product's existence) with a sustainable clothing item created with a certain eco-friendly material has a significantly positive influence on their interest In purchasing that particular kind of product
2.3.2.5b Consumers’ direct experience (prior purchase) with a sustainable clothing product made with a given eco-friendly material positively impacts their intention to purchase that kind of product Direct consumer interaction with a sustainable clothing product can influence how willing they are to pay more for it According to studies, consumers who know less about the product rate it less favorably overall than those who know more about it In comparison to people who lack firsthand experience, experienced users are more likely to notice and value the product's features and are more ready to shell out the extra price According to
Ayedun et al (2017), farmers with direct experience using an organic product to lessen crop infestation are more prepared to pay for it than less experienced farmers
2.3.2.6.a Consumers’ indirect experience (knowledge of the product’s existence) with a sustainable clothing product made with a given eco-friendly material positively impacts consumers’ willingness to pay a premium price for that kind of product Customers' willingness to pay a higher price to purchase a particular type of goods is favorably influenced by their indirect experience (knowing of the product's presence) with a sustainable clothing item produced with a specific eco-friendly material
2.3.2.6b Consumers’ direct experience (prior purchase) with a sustainable clothing product made with a given eco-friendly material positively impacts their willingness to pay a premium price for that kind of product Customers' earlier purchases of sustainable clothing products created with certain eco-friendly materials have a favorable influence on their willingness to spend a higher price for all those kinds of products
Hypothesis 1: The intention of consumers to buy sustainable apparel is positively correlated with their environmental concern
Hypothesis 2: The willingness of consumers to pay a higher price for sustainable clothing is positively correlated with their concern for the environment
Hypothesis 3: Consumers are more likely to buy a given type of product if they believe the cost of a sustainable item of clothing made with a particular eco-friendly material is reasonable
Hypothesis 4: Consumers! willingness to pay a higher price for that kind of goods is favorably influenced by their perception of the worth of a sustainable clothing item created with a particular eco-friendly material
Hypothesis 5a: A consumer's indirect experience (knowing of the product's existence) with a sustainable clothing item created with a certain eco-friendly material has a favorable impact on their intention to buy that type of item
Hypothesis 5b: Customers' direct experience (previous purchase) with a sustainable clothing item manufactured with a specific eco-friendly material positively influences their propensity to buy that type of item
Hypothesis 6a: Consumers’ indirect experience (knowledge of the product’s existence) with a sustainable clothing product made with a given eco-friendly material positively impacts consumers’ willingness to pay a premium price for that kind of product
Hypothesis 6b: Customers' direct experience (previous purchase) with a product of that kind that is made from an eco-friendly material has a favorable impact on their willingness to pay a higher price for that kind of item
IEI Have you ever heard of garments made from recycled fibers/fabrics?
IE2 Have you ever heard of garments made from organic fibers/fabrics?
IE3 Have you ever heard of garments made from alternative vegetable matter?
DEI Have you ever purchased garments made from recycled fibers/fabrics?
DE2 Have you ever purchased garments made from organic fibers/fabrics?
DE3 Have you ever purchased garments made from alternative vegetable matter?
WTPI How much more are you willing to pay for garments made from recycled fibers/fabrics compared to traditional garments?
WTP2 How much more are you willing to pay for garments made from organic fibers/fabrics compared to traditional garments?
WTP3 How much more are you willing to pay for garments made from alternative vegetable matter compared to traditional garments?
ECI I am very concerned about the environment (D’Souza et ae al., 2015)
EC2 I would be willing to reduce or change my consumption to help protect the environment
EC3 Protecting the natural environment increases my quality of life
PVOI ] think that a garment made from organic by Dangelico fibers/fabrics has a good quality et al., 2021;
PVO2 ] think that a garment made from organic fibers/fabrics is resistant over time PVO3 fibers/fabrics should be more ] think that a garment made from organic expensive than traditional garments (D)
] think that wearing a garment made from organic fibers/fabrics is trendy (D)
PIOI I would consider buying garments made from organic fibers/fabrics
PIO2 I am willing to purchase garments made from organic fibers/fabrics PIO3 There is a strong likelihood that I will buy garments made from organic fibers/ fabrics
PVRI ] think that a garment made from recycled fibers/fabrics has a good quality
PVR2 ] think that a garment made from recycled fibers/fabrics is resistant over time
PVR3 ] think that a garment made from recycled fibers/fabrics should be more expensive than traditional garments (D)
PVR4 recycled fibers/fabrics 1s trendy (D) ] think that wearing a garment made from
PIRI I would consider buying garments made from | Sweeney et recycled fibers/fabrics al., 1999)
I am willing to purchase garments made from
PIR3 There is a strong likelihood that I will buy garments made from recycled fibers/ fabrics
PVAI I thmk that a garment made from alternative vegetable matter has a good quality
PVA2 ] think that a garment made from alternative vegetable matter is resistant over 0.880 time
PVA3 ] think that a garment made from alternative vegetable matter should be more expensive than traditional garments (D)
PVA4 ] think that wearing a garment made from alternative vegetable matter is trendy
PIAL I would consider buying garments made from | Sweeney et alternative vegetable matter al., 1999
PIA2 I am willing to purchase garments made from alternative vegetable matter
PIA3 There is a strong likelihood that I will buy garments made from alternative vegetable matter