Abstract
The fundamental purpose of this study is to identify and evaluate factors influencing Hanoi consumers' intention to purchase vegan fashion products based on the framework of the Theory of Planned Behaviour (TPB). The ultimate result indicates that there is an outstanding factor significantly impacting the intention of Hanoi residents towards vegan fashion products: Ethical obligation (β=0.236). In addition, Environmental concern indirectly has an influence on the intention via attitudes. This study has important and practical consequences for governmental agencies and public organizations in terms of encouraging vegan fashion consumption. Based on the study’s findings, some feasible solutions are proposed to help authorities, businesses in Hanoi in particular, and Vietnam in general as well as motivating their customer intention.
Highlights
This article's content will show an overview of the because the actions of production and consumption of fashion theoretical model to verify the research model's feasibility
The Theory of Planned Behavior (TPB): Planned up. This concept is still unfamiliar to Vietnamese Behavior Theory developed by Icek Ajzen in 1991 is based on consumers, "Vegan fashion" - The fashion model that pursues reasonable action theory (Fishbein and Ajzen, 1980)
Model, the central factor is identified as the intention to H1: Attitude has a positive effect on vegan fashion purchasing perform the behavior, influenced by attitudes to behavior, intention subjective norms of behavior and one new factor is the Subjective norm is one of the factors that have a perceived behavioral control
Summary
This article's content will show an overview of the because the actions of production and consumption of fashion theoretical model to verify the research model's feasibility. PBC is reflected through purchase intention in this study can be defined as the the individual's past experiences and on expected consumers' willingness to buy vegan fashion products. One of the PEBs can be identified as the to be the perception of the ability to perform the behavior consumption of vegan fashion products.
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