Influence of virtual social capital on sustainable clothing consumption pattern: a study on young people in Ho Chi Minh City

Abstract

It is undeniable that fast fashion is a deleterious phenomenon changing the fashion industry for the worst. This study has been carried out to achieve the sustainable development of the clothing industry, thereby providing a visible and meaningful contribution to the achievement of SDG 12 and the 2030 Agenda for Sustainable Development. The study clarified the definition and manifestation of a sustainable clothing consumption model that integrates four types of clothing consumption behavior: swapping, the sale of upgraded second-hand clothing, renting, consulting, and matching old clothing. According to an analysis of the data (N=398), virtual social capital and peer influence have a considerably positive effect on BISCCP. Virtual social capital also has a positive impact on peer influence. However, the relationship between virtual social capital as well as BISCCP was negatively affected by both face consciousness and consumer innovativeness. The findings had consequences for comprehending and enhancing consumers' behavioral intentions regarding purchasing sustainable clothes. Thus, it is essential for ecological sustainability and other associated government agencies to establish a parsimonious society, incentivizing the reuse of second-hand clothing to increase people's passion for environmental protection consumption. Not only does the study enhance consumer acceptance of SCCP, but it can also be especially useful to circular economy policymakers in emerging markets.