1Nguyen Thi Mo, 2Hoang Van Hue
1,2Hung Yen University of Technology and Education
DOI : https://doi.org/10.47191/ijmra/v4-i12-16Google Scholar Download Pdf
ABSTRACT:
Consumers' awareness of behaviors affecting the environment is increasing, and many people choose to use eco fashion products. Based on the theoretical framework of fashion acceptance, developed by Sproles (1979) combined with empirical research, the author has built a theoretical framework with four shopping-oriented factors; fashion-oriented elements, environmental concerns, and environment-friendly behaviors. From the results of a survey of 450 Vietnamese consumers, all four factors positively influence the consumption behavior of eco-fashion products of Vietnamese consumers. The factor that has the strongest impact on consumer behavior of eco-fashion products is the fashion-oriented factor.
KeywordsConsumer Behavior, Fashion, Ecology, Vietnam
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VOLUME 04 ISSUE 12 December 2021
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