Bridging the gap between purchase intention and buying behaviour of young Vietnamese consumers in sustainable fashion

The present study applies asymmetric analysis and models complex antecedent conditions to identify shoppers with high purchase intentions to sustainable fashion products’ (SFPs) and high eWOM intention. The fuzzy-set qualitative comparative analysis (fsQCA) method was used to assess the cause-and effect process. The examination was based on information process, and decision making of consumers in two countries (China and Korea) was found to vary by nationality. Specifically, consumers in the two countries provided different responses on sustainable fashion change configuration, suggesting differences in the characteristics of sustainable and non-sustainable fashion consumers and sustainable fashion intentions. The results show that various casual recipes on sustainable fashion change the configuration and sustainable fashion intention on corners 1 and 4. Both Chinese and Korean consumers do not have several unique demographic and fashion expenditure configurations that characterize consumers with high intention to buy and eWOM intention favorable toward sustainable fashion. In the Chinese consumers’ data, computing with words (CWW) showed that young•married•low-income•low-education•low-fashionexpenditure cases (consumers) were lower on negation purchase and eWOM intentions (i.e., an accurate screening configuration identifying consumers high io non-sustainable fashion intentions). The results also help identify consumer characteristics of sustainable fashion consumers and non-sustainable fashion consumers. Specifically, the results of the fsQCA suggest dissimilar confirmation to achieve purchase intention and eWOM intention of sustainable fashion and provide meaningful academic and managerial implications. The results of the fuzzy-set qualitative comparative analysis also support and clarify the role of the theory of information process and the theory of reasoned action towards sustainable fashion.

In contemporary society, the severity of social problems, such as environment pollution, is gradually raising people’s awareness towards sustainability (Gleim, Smith, Andrews, & Cronin, 2013). The fashion industry’s interest in sustainability is growing. However, consumers have neither sufficient knowledge or, nor faith in, sustainable fashion, and often question the reasons to pursue sustainability (Skov, 2009). The success of sustainable fashion depends on effective branding and marketing communications strategies designed to enhance consumers' knowledge, benefit and value perception. Providing consumers with the benefits of new products is an effective way of communicating (Lee & Colarelli O'Connor, 2003). Knowledge is an important variable affecting consumers ' perceived benefits (Haas & Hansen, 2007). Consumers’ values, attitude, and knowledge also affect their environment awareness and actions (Laroche, Bergeron, & Barbaro-Forleo, 2001). According to a previous study, environmental knowledge plays an important role in consumer behavior (Tilikidou, 2006). Consumers perceive various kinds of value according to their knowledge (Haas & Hansen, 2007; Hartmann & Apaolaza-Ibanez, 2012). Therefore, it is crucial to create awareness of the effect of consumer behaviors on the environment (Cegarra-Navarro, Cordoba-Pachon, & Fernandez de Bobadilla, 2009). Many studies have highlighted the leading factors influencing sustainable behavior (Cervellon & Wernerfelt, 2012). However, there a dearth of research on how sustainable knowledge influences perceived benefit, perceived value and behavior Thus, the purpose of the present research is as follows: (1) to identify the effects of sustainable fashion knowledge on perceived benefit and perceived risk, (2) to investigate how perceived benefit and perceived risk influence perceived value, and (3) to investigate perceived value’s influence on purchase intention and knowledge sharing intention. Sustainable fashion education, nationality, and uncertainty avoidance, will have a moderating effects on relationships among sustainable fashion knowledge, perceived benefit, perceived risk, perceived value, purchase intention, and knowledge sharing intention. Four hundred fifty samples were collected to measure sustainable fashion knowledge, perceived benefit, perceived risk, perceived value, purchase intention, knowledge sharing intention, uncertainty avoidance, and demographic variables. Data analysis was performed using SPSS 18.0 for descriptive statistics and exploratory factor analysis, and AMOS 18.0 for confirmatory factor analysis (CFA), validity test and multiple group analysis on the results. A measurement model was then estimated by examining the results of the CFA. The main results of this research are as follows: (1) sustainable fashion knowledge has a positive influence on perceived benefit and perceived risk, (2) perceived benefit and perceived risk have a positive influence on perceived value, (3) perceived value has a positive influence on purchase intention and knowledge sharing intention, and (4) there was a difference in the relationship between variables according to the consumer groups (education, nationality, uncertainty avoidance tendency). This study is meaningful for taking an in-depth look at the influence of customers’ perceived value, based on their level of sustainable knowledge, on consumer behavior and on knowledge sharing related to sustainable fashion. In terms of practical applications, this study can provide in-depth and empirically-supported online education and a brand marketing strategies regarding an actual sustainable fashion brand.

As the second most polluting industry in the world, the fashion industry has a critical impact on the environment. The development of sustainable fashion is conducive to reducing the environmental pollution caused by the fashion industry. China has the largest consumer market in the world, and the Chinese government and major companies have made considerable contributions to the sustainable development of the fashion industry. However, research regarding young women’s attitudes towards this topic remains under-explored. This study interviewed 30 young women of different ages from different places in China. Based on the theory of planned behavior (TPB), a semi-structured interview was used as a data collection method, and thematic analysis was adopted for data analysis. This paper discusses young Chinese female consumers’ attitudes towards sustainable fashion and analyzes the motivating factors and hindrance factors affecting the consumption intentions of young Chinese female consumers towards sustainable fashion. The research found that young Chinese female consumers generally hold a positive and supportive attitude towards sustainable fashion. Consumers’ perceptions of sustainable fashion, their self-perceptions, and their level of green awareness all significantly impact their attitudes and purchase intentions toward sustainable fashion. Consumers feel low social pressure, and Chinese society demonstrates a high level of acceptance and praise for sustainable concepts. However, the lack of purchasing channels and choices for sustainable fashion in China and the high cost of sustainable fashion products discourage consumers from making purchases. This study will be beneficial as a reference when the Chinese government makes sustainable policies to guide consumers toward sustainable fashion consumption. This study helps enterprises select target markets in China and formulate sustainable fashion marketing strategies and targeted advertising. This study contributes to increasing consumer awareness of sustainable fashion, as well as providing reference and reflective value when consumers purchase sustainable fashion products. Finally, this study will help promote the development process of sustainable fashion in Chinese society, make contributions to reducing the waste of social resources, promoting the recycling of resources, and improving social conditions, and put forward specific solutions and feasible suggestions for the development of sustainable fashion in Chinese society.

Purpose: This study examines the influence of user-generated content (UGC) on the purchase intentions of young consumers in Sri Lanka’s online clothing market. With the rise of Web 2.0 and social media, consumer behavior is increasingly shaped by interactive content. The study explores how UGC impacts consumers' intentions by fulfilling various gratification needs, such as content, social relations, and self-presentation, within the digital landscape. Design/methodology/approach: Adopting a positivist paradigm and a deductive research approach, this study employed a quantitative survey methodology. Data were gathered using self-administered online questionnaires from 250 young Sri Lankan consumers, aged 15 to 29, who used online platforms to purchase clothing. A purposive sampling technique was applied to ensure the sample's relevance to the research objectives. The collected data were analyzed using regression analysis to examine the relationship between user-generated content (UGC) and consumer purchase intentions. Findings: Results indicate that UGC positively influences purchase intention among young consumers through utilitarian and hedonic content gratification. Social relation gratification, including trust and homophily on platforms like Facebook, enhances consumer purchase intention by fostering community and in-group acceptance. Additionally, self-presentation gratification encourages purchase behavior by allowing consumers to project their desired identities and values through social media engagement. Originality: This study contributes to the limited research on UGC’s direct impact on purchase intentions within the clothing industry in Sri Lanka. It expands existing theories by applying the uses and gratifications theory to the online shopping context, offering insights into the specific types of gratifications that drive young consumers’ purchasing decisions. Implications: The findings provide valuable insights for clothing brands and digital marketers in Sri Lanka. By focusing on the utilitarian, hedonic, and relational aspects of UGC, brands can better tailor their social media strategies to engage young consumers effectively. This research emphasizes the importance of creating social media content that resonates with consumers’ functional and identity-driven needs to enhance purchase intentions.

Sustainable fashion is an emergent concept introduced to resolve the issues emanating from the clashes between the fast fashion production model and consumers and to establish a healthy relationship between the two. However, studies show that there are inconsistencies between the attitudes and behaviors of consumers regarding sustainability; sustainable fashion has not been found to lead to a shift in consumer behavior despite improved consumer awareness on the subject. In response, researchers claim that each consumer type’s consumption behavior towards sustainable fashion and their underlying characteristics need to be identified to understand the influences of their purchase intentions for sustainable fashion. This study investigates the relationship between self-concept and lifestyle so as to identify basic consumer attitudes and behaviors toward sustainable fashion, and also analyzes the effect of self-concept and perceived values on fashion lifestyle and consumption intention to identify each consumer type and suggest ways to induce the desired buying behavior. Data from people with prior knowledge or experience in sustainable fashion were collected through an online survey, and analyzed. The study found different influences on consumers’ fashion choices according to their distinct self-concepts, and that the subdivisions of CPV affect different degrees of purchase intention.

Purpose The study examines the factors contributing to young consumers’ preloved clothing purchase intention and behavior. Design/methodology/approach Data was collected from 301 respondents using quantitative methodology. PLS Structural Equation Modelling (SEM) was performed to test hypotheses. The study extends the Theory of Reasoned Action by incorporating the Value-Belief-Norm theory to explore environmental consciousness in sustainable behaviors. It integrates public self-consciousness in the relationship of purchase intention with purchase behavior and employs Multi-Group Analysis to compare existing-consumers' purchase intentions with those of new-consumers. Findings Consumers prioritizing environmental consciousness, frugality and subjective norms have higher preloved purchase intentions. Purchase intention mediates the relationship between environmental consciousness, subjective norms and purchase behavior. Consumers with high public self-consciousness tend to follow through with their purchase intentions. Moreover, price-conscious existing-consumers of preloved clothing have higher re-purchase intentions. Research limitations/implications Marketers and policymakers aiming to promote sustainable fashion could leverage environmental consciousness, price consciousness and societal pressures in awareness campaigns. Moreover, the study underscores the significance of public self-consciousness and prior preloved purchases in determining future consumption. Originality/value The study advances the understanding of the unexplored behaviors of young preloved clothing consumers in Pakistan, the second largest importer of preloved clothes and an under-researched market for such consumption. By integrating public self-consciousness and prior preloved purchases in the TRA framework, the study contributes to limited research exploring the role of individual traits and preferences in influencing sustainable fashion consumption.

Purpose This study aims to enhance the theory of planned behavior (TPB) by incorporating reverse socialization to better understand sustainable fashion consumer behavior. Children's exposure to environmental issues equips them to influence family decisions and promote pro-environmental consumption and sustainable fashion. Additional variables explored are prior sustainable behavior, perceived importance of sustainability and sustainable fashion, and relevant knowledge. Design/methodology/approach An online opinion survey (N = 252) was conducted. The questionnaire was created using Qualtrics XM software and distributed through the Prolific database (prolific.com), chosen for its diverse and readily available participant pool. The survey was in English, with participants from the United Kingdom (78.2%) and the United States (21.8%). Findings The results emphasize that attitudes on sustainable fashion and the previous sustainable behavior are significant predictors of the intention to buy sustainable fashion. Contrary to expectations, reverse socialization does not influence buying intentions. Additional tests reveal that reverse socialization is significantly influenced by subjective norms and sustainable behaviors. The findings enhance theoretical knowledge by expanding the variables that explain buying intention in the sustainable fashion domain. Originality/value The paper builds upon earlier studies regarding sustainable fashion purchases by addressing existing gaps in literature. First, while prior research predominantly examines the influence of parents on their children, this study adopts a reverse perspective, exploring how children can encourage pro-environmental behavior in their parents. Limited research has investigated the significant impact children have on enhancing their parents' environmental awareness and literacy, emphasizing their potential as catalysts for attitudinal and behavioral shifts within families, particularly concerning sustainability. Second, by combining reverse socialization with TPB and other additional variables, the study achieves a deeper understanding of the key determinants of sustainable behavior.

Although family-owned businesses have been widely investigated, the question of consumers’ perceptions of family firms is still worth more in-depth study. Drawing on the theories of family businesses and consumer behavior, this paper investigates the relationship between the consumers’ perceptions of family-owned enterprises and their purchasing decisions. Using a questionnaire, we surveyed 1069 young Polish consumers. Our findings demonstrate that young consumers’ convictions about family businesses are well-formed, despite their quite modest knowledge of these business entities. The vast majority of the survey participants were not able to provide any family business names. This implies that young consumers’ views on family businesses result from speculation or adoption of opinions that are dominant in a given society. To raise the level of awareness of their brands and transform consumers’ intentions into real purchasing behavior, family business entities need to intensify the educational significance of their promotional activities to help counteract the stereotypes about family businesses. The analysis presented here has important implications for current debates on whether the development of emotional relationships with family business entities and their brands is a suitable strategy to shape the purchasing attitudes towards the products made by family companies. The research findings could also form the basis for an extended study exploring what strategies family companies can implement in order to effectively shape young consumers’ perceptions about these firms. The research results can also serve as an aid for family firm owners and managers in rebuilding their client-oriented activities. The aforementioned knowledge can support family firm owners and managers in establishing effective marketing strategies. It also opens interesting avenues for further research.

The purpose of this paper is to investigate the factors affecting young consumers’ purchase intention of green products in Sri Lanka, due to the lack of studies that deliberate green issues in the Sri Lankan context though environmental disputes increasingly affect every side of human life. Moreover, based on the prior researches, this study focuses on three variables that influence on young consumers’ purchase intention of green products such as environmental attitude, environmental knowledge and social influence. Three hypotheses were developed based on the constructed conceptual framework derived from the marketing and consumer behavior literature. The data were collected over a survey technique by conveniently administering structured questionnaires from 150 young consumers in Sri Lanka. First, the analysis was carried out the factor analysis to explore the significance of influencing factors of young consumers’ purchase intention, and multiple regression analysis was performed to explore the factors that influence on young consumers’ purchase intention of green products. The results of the regression analysis indicated that all three variables (i.e., environmental attitude, environmental knowledge and social influence) have a significant and positive impact on young consumers’ purchase intention of green products in Sri Lanka. Moreover, it suggested that the environmental attitude variable was the most significant while social influence was the less significant variables towards young consumers’ purchase intention. The findings of this study provide new insights to marketers to formulate appropriate strategies for promoting green purchase behavior among young consumers in Sri Lanka. Moreover, the study unveiled that marketers need to understand the path that moves the environmental factors to green purchase intention to successfully enhance and redefine the new target markets. The most significant precursor which affects the green purchase intention of Sri Lankan young consumers is environmental attitude followed by environmental knowledge and social influence. But, this study evaluates the construct of purchase intention as an expressed intention for green products based on cross-sectional approach rather than actual purchase for such products. Hence, future scholars should adopt a longitudinal approach in their studies by focusing on changes in consumers purchase intention.
 Keywords: Environmental attitude, environmental knowledge, green marketing, green purchase intention, social influence

PurposeThe purpose of this research is to examine the role of worry versus sadness in influencing young consumers’ purchase decisions and to clarify the differences across the worry–consumption versus the sadness–consumption relationships.Design/methodology/approachThree studies were conducted. Study 1 was a 3 (emotion: worry vs sadness vs neutral) × 2 (brand perceptions: conflicting vs consistent) between-subject design. Study 2 was a 3 (emotion: sadness vs worry vs neutral) × 2 (product type: social status associated vs hedonic) mixed design. Study 3 was a questionnaire survey.FindingsThe results demonstrate that worry induces young consumers’ identification with peers, and is more related to youth’s purchase intention for social status associated products rather than hedonic products. Sadness induces young consumers to follow their own perceptions, and is more associated with purchase intention for hedonic rather than social status-associated products. The drivers of purchase behavior for expensive products also differ: worried young consumers’ purchase intention is driven by perceptions of social status value associated with these products, whereas sad consumers’ purchase intention is driven by perceptions of hedonic value.Practical implicationsThis research has significant implications for marketing practitioners on strategic marketing and communication to young consumers. It also provides important suggestions to young consumers on how to effectively regulate negative emotions via socially accepted behavior (i.e. purchases).Originality/valueThis research contributes to the extant literature on emotion’s impact on consumer behavior by elaborating carryover effects of emotion varying in the overlooked personal- and social-focus dimension. It also extends the literature on peer influence among young consumers.

This study examined the impact of storytelling by sustainable fashion brands on consumer trust in sustainable brands and purchase intentions, as well as the moderating effect of sustainability-related value orientation. The results provide insights into how to bridge the gap between consumer behavior and sustainable fashion. A survey was conducted with 192 male and female consumers aged 20-59. The participants were randomly assigned to one of three groups: brand-centered storytelling, product-centered storytelling, and a control group, each exposed to different stimuli. Multiple regressions and one-way ANOVAs were conducted using SPSS. There were three main findings. First, the brand-centered storytelling group exhibited significantly higher trust in the sustainable fashion brand, compared with other groups, a trend not observed in the product-centered group. Second, sustainability-related value orientation positively influenced brand trust and moderated the relationship between brand-centered storytelling and trust in sustainable fashion brands. Third, brand trust positively affected purchase intentions. These results have practical implications for marketers in the sustainable fashion sector, emphasizing the role of storytelling in highlighting brand trust and thereby influencing consumer purchase intentions for sustainable fashion products.

This comprehensive literature review investigates sustainable fashion consumption behaviors among young consumers (ages 18–35), with particular emphasis on purchase intent, willingness to pay price premiums, and brand loyalty. Employing a systematic review of 87 peer-reviewed studies published between 2015 and 2025 across Scopus, Web of Science, and Google Scholar, the analysis utilizes thematic techniques to synthesize prevailing patterns, determinants, and gaps. The findings reveal that although 73% of young consumers report a positive intent to purchase sustainable fashion, only 42% translate this intent into actual buying behavior, indicating a persistent attitude–behavior gap. Willingness to pay premiums ranges from 10% to 30%, with Generation Z exhibiting higher acceptance levels (25–30%) relative to Millennials (15–20%). Moreover, brand loyalty within the sustainable fashion domain is predominantly shaped by perceived brand authenticity (β = 0.68), transparency (β = 0.52), and congruence with personal values (β = 0.61). The review underscores the practical necessity for fashion brands to enhance transparency, strengthen authentic communication, improve value alignment, and address affordability and accessibility barriers to effectively foster sustained consumer engagement in sustainable fashion markets.

The area of the purchase intention and purchase behaviour gap for consumers buying environmentally sustainable products with respect to the Theory of planned behaviour (TPB) framework has been studied extensively in past literature. But literature is scant when one studies the impact of ‘Actual behavioural control’ on the Purchase intention (PI) and purchase behaviour (PB) gap for the consumption of environmentally sustainable clothing. The TPB theory formulated by Ajzen in 1991 assumes that the actual behavioural control (ABC) will impact the purchase intention in the TPB. As there was no validated scale on the ABC in the past literature. Sheeran et al in 2003 made an attempt in testing the impact of Actual behavioural control on the purchase intention and formulate scale of Proxy measure of actual control (PMAC) in their study. Further Carrington et al. in 2010 tested the impact of the Actual behavioural control as a moderator in the purchase intention-behaviour gap qualitatively. The Empirical testing of the ABC to test the impact as a moderator in the Purchase intention-behaviour gap has never been done in the past studies. This study is the first study which analyses the impact of “Actual behavioural control” through a scale of “Proxy measure of actual behaviour” as a moderator in the PI-PB gap in the framework of the TPB for the consumption of sustainable clothing in India. Data collection has been done from Millennials of India. The research method of Structural equation modeling (SEM) has been used to assess the moderation impact of ABC on the purchase intention-behaviour gap. The findings of the study have shown that the PMAC positively moderates the relation of purchase intention and purchase behaviour for environmentally sustainable clothing. The outcome of the study is important to generate some crucial insights for the marketing strategies for the environmentally sustainable brands in Indian and to predict the behaviour of the Indian consumer towards such products.

The key purpose of this study is to investigate the impact of social media marketing on young consumers’ purchase intention in Malaysia with the mediating role of consumer engagement. The constructs considered include Social Media Marketing, Young Consumers’ Purchase Intention, and Consumer Engagement. Data are collected from a simple random sample of 410 active social media users who age 18 to 35 in Malaysia. Linear regression and Hayes Process Macro were performed. The results indicate that social media marketing is significantly and positively related to young consumers’ purchase intention. It further demonstrates the strategic role of consumer engagement acting as a partial mediator on the impact of social media marketing on young consumers’ purchase intention. The finding drawn imply the importance of social media sites respond to the purchase intention of youth. It suggests that companies and marketers should maintain long-term relationship with consumers by redesigning their social media marketing strategies.

By applying motivational values of luxury consumption, this study examined the impact of cultural differences on young consumers' attitudes and purchase intentions toward luxury brands. With the use of survey data (N = 331 for South Koreans and N = 409 for Americans), the study provided support for the hypothesized moderating effect of three perceived values: conspicuous, social, and quality values. The perceived social value was found to influence attitude change favorably among young Korean consumers. The young American consumers tended to increase their attitudes and purchase intentions toward luxury brands if they perceived superior product quality. However, they were more likely to lower their purchase intention as they recognized conspicuous value of consuming luxury brands. On the other hand, the moderating effect of uniqueness and hedonic value was not found. Theoretical and managerial implications were discussed.