Received: Jan 06, 2026 / Accepted: Mar 23, 2026 / Published: Sep 30, 2026
Few studies have examined the comprehensive factors affecting consumers’ behaviors toward sustainable fashion, especially in developing countries. This study identified the factors affecting intention to purchase sustainable fashion among Generation Z in Vietnam, a demographic segment playing a pivotal role in shaping modern consumer trends. Data were collected from 216 respondents through an online survey and analyzed using multiple linear regression. The findings revealed that environmental concern plays a crucial role in motivating the young generation to purchase sustainable fashion. Also, awareness of sustainable fashion significantly and positively affects the tendency to engage in sustainable purchasing. In contrast, price sensitivity negatively impacts purchase decisions, indicating that financial barriers remain a major obstacle to sustainable consumption. Gender and education were also associated with purchasing behaviors toward sustainable fashion. Moreover, the high shopping frequency reflects a gap between current consumer behaviors and sustainability goals. Based on these results, this study recommends targeted policies to enhance public awareness and facilitate consumer intention to purchase sustainable fashion. These include educational campaigns, financial support initiatives, and eco-labeling strategies to promote responsible consumption habits among the youth in the future.
