Youth Lab for Social Innovation, Ho Chi Minh City, Vietnam.
Department of Business, Minerva University, San Francisco, California, United States of America.
PLoS One. 2022 Aug 16;17(8):e0272789. doi: 10.1371/journal.pone.0272789. eCollection 2022.
Raising environmental awareness and product development are two separate and costly investments that many small and medium-sized fashion businesses cannot afford to achieve sustainability. Therefore, there is a need to determine which factors exert a more significant impact on consumer loyalty and purchase intention toward eco-friendly fashions. Thus, this study employs a mixed-methods approach with thematic analysis and the SEM-PLS technique to research how Vietnamese Gen Z's perceptions of product-service quality, environmental awareness, and pro-environmental behavior influence their purchase intention and loyalty toward eco-friendly fashion products. Most interviewees acknowledged that they primarily gained knowledge about eco-friendly fashion through social media platforms. The qualitative results further showed that their knowledge of and attitudes toward eco-friendly fashion practices were insufficient to convince young customers to afford eco-friendly fashion products. The SEM-PLS results of 313 participants show that while customers' perceived behavioral control plays a more significant role in stimulating purchase intention, only product-service quality factors impact loyalty. Hence, this study suggests that businesses should prioritize improving service and product quality rather than funding green marketing when targeting Vietnamese Gen Z in case of financial constraints. Government should prioritize financial and technological support for fashion firms to develop high-quality eco-friendly fashion to ensure the product availability.
提高环境意识和产品开发是许多中小型时尚企业无法承担的两项独立且昂贵的投资，无法实现可持续性。因此，有必要确定哪些因素对消费者对环保时尚的忠诚度和购买意向产生更大的影响。因此，本研究采用混合方法，结合主题分析和 SEM-PLS 技术，研究越南 Z 世代对产品-服务质量、环境意识和环保行为的看法如何影响他们对环保时尚产品的购买意愿和忠诚度。大多数受访者承认，他们主要通过社交媒体平台了解环保时尚。定性结果进一步表明，他们对环保时尚实践的了解和态度不足以说服年轻顾客购买环保时尚产品。313 名参与者的 SEM-PLS 结果表明，虽然客户感知的行为控制在刺激购买意愿方面发挥着更重要的作用，但只有产品-服务质量因素对忠诚度有影响。因此，本研究建议，如果企业在针对越南 Z 世代时受到财务限制，那么在资金有限的情况下，企业应该优先考虑提高服务和产品质量，而不是资助绿色营销。政府应优先为时尚企业提供财务和技术支持，以开发高质量的环保时尚，确保产品供应。
