The Influence of Attitudes toward Ecological Fashion, Green Trust, Perceived Behavioural and Self Enhancement on Young Vietnamese Consumers' Ecological Purchase Intention

This paper aims at understanding young Vietnamese consumers' purchase intention towards ecological fashion on the basis of Theory of Planned Behaviour (TPB). This study also attempts to identify the variables that influence young consumer's ecological purchase intention. This study applied both online surveys and direct interviews of the students at Ton Duc Thang university in Ho Chi Minh city. The statistical analysis method conducted in this paper is Factor Analysis using SPSS 20.0 version software. The results indicate that attitude toward ecological fashion, green trust, control on availability and self enhancement play important role in influencing the young consumer's purchase intention of ecological fashion. Parents, friends and society do not affect young Vietnamese consumer's purchase intention. There are some limitations in this research: the sample was limited in Vietnam and may not represent the whole population of ecological fashion consumers. The Vietnamese consumers become more and more concerned about environment, especially young people. Therefore, the green consumption will continue to grow. Nowadays, the young Vietnamese generation are free to make decision on shopping. Therefore, the enterprises need to design the products to attract young consumers as well as plan more effective business plan targeting at young consumers. The research findings would provide a basis for understanding the green purchase intention of young consumers in Vietnam.