Influence of channel communication on purchasing sustainable fashion in the Vietnamese market


Authors

  • Dao Cam Thuy VNU University of Economics and Business
  • Do Thi Bich Ngoc VNU University of Economics and Business
  • Vu Khanh Linh VNU University of Economics and Business
  • Tran Quynh Anh VNU University of Economics and Business
  • Bui Phuong Uyen VNU University of Economics and Business
  • Do Hoang Nhat Mai VNU University of Economics and Business
DOI: https://doi.org/10.57110/vnu-jeb.v4i2.284

Abstract

The fashion industry has been widely recognized as a significant contributor to the ongoing ecological and climate crises, leading to more and more firms realizing the necessity to promote responsible fashion growth. This study builds upon the research outcomes of earlier researchers by combining suitable factors relevant to the Vietnamese market and eliminating inappropriate factors, to investigate the impact of the communication model on choosing and the consumer’s decision on sustainable fashion products in Vietnam. With 330 survey samples combined with the SEM regression method, this study shows that 4 factors have an impact on the attitude of Vietnamese consumers toward sustainable fashion - in order: Receiver Motivation (RM), Receiver Perception (RP), Communication Message (M), and Channel Suitability (C). Therefore, Attitude has a direct impact on the Purchase Intention of Vietnamese consumers towards sustainable fashion products. From these results, the authors have proposed solutions and recommendations to promote factors affecting consumers’ intention to purchase sustainable fashion in Vietnam.

 

References

Abrar, M., Sibtain, M. M., & Shabbir, R. (2021). Understanding purchase intention towards eco-friendly clothing for generation Y & Z. Cogent Business & Management, 8(1).

Ajzen, I., & Fishbein, M. (1975). A Bayesian analysis of attribution processes. Psychological Bulletin, 82 (2), 261.

Arora, N., Rana, M. & Prashar, S. (2023). How Does Social Media Impact Consumers’ Sustainable Purchase Intention? Review of Marketing Science, 21(1), 143-168. https://doi.org/10.1515/roms-2022-0072

Bohn, C. (2004). Clothing as medium of communication. Alemania. Traducido de la versión alemana: “Kleidung als Kommunikationsmedium, in dies., Inklusion, Exklusion und die Person”. Konstanz (2006), 95-127.

Busser, J. A., & Shulga, L. V. (2019). Involvement in consumer-generated advertising: Effects of organizational transparency and brand authenticity on loyalty and trust. International Journal of Contemporary Hospitality Management, 31(4), 1763-1784.

Cayaban, C. J. G., Prasetyo, Y. T., Persada, S. F., Borres, R. D., Gumasing, M. J. J., & Nadlifatin, R. (2023). The influence of social media and sustainability advocacy on the purchase intention of Filipino consumers in fast fashion. Sustainability, 15(11), 8502. https://doi.org/10.3390/su15118502

Cervellon, M-C., Hjerth, H., Ricard, S., & Carey, L. (2010). Green in fashion. An exploratory study of national differences in consumers concern for eco-fashion.

Champniss, G. (2015). Why your customers’ social identities matter. Harvard Business Review.

Chang, H.J. and Watchravesringkan, K.(T). (2018). Who are sustainably minded apparel shoppers? An investigation to the influencing factors of sustainable apparel consumption. International Journal of Retail & Distribution Management, Vol. 46 No. 2, pp. 148-162. https://doi.org/10.1108/IJRDM-10- 2016-0176

Chen, L., He, L., Yan, X., & Liu, C. (2022). Green Message Framing in Enhancing Sustainable Consumption Behavior of Fashion Based on the Cross-Theoretical Model. Journal of Environmental and Public Health, 2022, 1–14. https://doi.org/10.1155/2022/4038992

Chen, Yu-Shan, and Ching-Hsun Chang. (2013). Greenwash and Green Trust: The Mediation Effects of Green Consumer Confusion and Green Perceived Risk. Journal of Business Ethics, 114, 489–500.

Cherrier, H. (2009). Anti-consumption discourses and consumer-resistant identities. Journal of Business Research, 62(2), 181–190. https://doi.org/10.1016/j.jbusres.2008.01.025

Dalen, J. H. (2021). Communicating sustainability in marketing advertisements: the influence of visualization and advertisement claims on Instagram advertisements of sustainable clothing brands. Bachelor’s thesis, University of Twente.

Davis, F. D. (1989). "Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13 (3): 319–340, doi:10.2307/249008

García-Santiago, M.-D. (2022). Communicating the Resilience and Corporate Social Responsibility of SMEs during Lockdown in Spain: A Visual and Exploratory Study of Communication Mechanisms and Strategies. Sustainability, 14(13), 7944. https://doi.org/10.3390/su14137944

Grappi, S., Bergianti, F., Gabrielli, V., & Baghi, I. (2024). The effect of message framing on young adult consumers’ sustainable fashion consumption: The role of anticipated emotions and perceived ethicality. Journal of Business Research, 170, 114341.

Guan, P. T. H. (2022). Search Journal of Media and Communication Research. Film Journals. taylors.edu.my, ICEMC 2021, 141–156.

Hair Jr., J. F., Hult, G. T. M., Ringle, C., & Sarstedt, M. (2016). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). Thousand Oaks, CA: Sage Publications.

Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2014). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). Los Angeles: USA: SAGE.

Harjadi, D., & Gunardi, A. (2022). Factors affecting eco-friendly purchase intention: subjective norms and ecological consciousness as moderators. Cogent Business & Management, 9(1). https://doi.org/10.1080/23311975.2022.2148334

Henninger, C. E., Alevizou, P. J., & Oates, C. J. (2016). What is sustainable fashion?, Journal of Fashion Marketing and Management: An International Journal, 20(4), 400-416.

Trong, H. & Ngoc, C.N.M. (2008). Research Data Analysis with SPSS. Hong Duc Publisher, Vol. l, Ho Chi Minh City.

Hu, L. T., & Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural Equation Modeling: A Multidisciplinary Journal, 6(1), 1–55. https://doi.org/10.1080/10705519909540118

Hur, E., & Cassidy, T. (2019). Perceptions and Attitudes Towards Sustainable Fashion Design: Challenges and Opportunities for Implementing Sustainability in Fashion. International Journal of Fashion Design, Technology and Education, 12(2), 208–217. https://doi.org/10.1080/17543266.2019.1572789

Jacobson, J., & Harrison, B. (2021). Sustainable fashion social media influencers and content creation calibration. International Journal of Advertising, 41(1), 1–28.

Jägel, T., Keeling, K., Reppel, A., & Gruber, T. (2012). Individual values and motivational complexities in ethical clothing consumption: A means-end approach. Journal of Marketing Management, 28(3–4), 373–396. https://doi.org/10.1080/0267257X.2012.659280

Jin, E., & Atkinson, L. (2021). The moderating role of emotion: The combinatory effects of positive emotion and news framing techniques on climate change attitudes. Journalism & Mass Communication Quarterly, 98(3), 749-768.

Johnstone, L. (2022). Sustainably sustaining (online) fashion consumption: Using influencers to promote sustainable (un)planned behavior in Europe’s millennials. Journal of Retailing and Consumer Services, 64(102775). https://doi.org/10.1016/j.jretconser.2021.102775

Karlsson, A. (2015). Communication of sustainable fashion: To communicate sustainable fashion through the label. Semantic Scholar.

Khan, O., Varaksina, N., & Hinterhuber, A. (2024). The influence of cultural differences on consumers’ willingness to pay more for sustainable fashion. Journal of Cleaner Production, 442, 141024–141024. https://doi.org/10.1016/j.jclepro.2024.141024

Kopot, C., & Cude, B. J. (2021). Channel Depth or Consistency? A Study on Establishing a Sustainable Omnichannel Strategy for Fashion Department Store Retailers. Sustainability, 13(13), 6993. https://doi.org/10.3390/su13136993

Kozinets, R. V., & Handelman, J. M. (2004). ‘Adversaries of Consumption: Consumer Movements, Activism, and Ideology.’ Journal of Consumer Research. 31, 691-704.

Kusá, A., & Urmínová, M. (2020). Communication as a Part of Identity of SustainableSubjects in Fashion. Risk and Financial Management, 13(12).

Li, Z., Yuan, J., Du, B., Hu, J., Yuan, W., Palladini, L., Yu, B., & Zhou, Y. (2020). Customer Behavior on Purchasing Channels of Sustainable Customized Garment with Perceived Value and Product Involvement. Frontiers, 11(588512).

Lin, P., & Chen, W. (2022). Factors that influence consumers’ sustainable apparel purchase intention: the moderating effect of generational cohorts. Sustainability, 14(14), 8950.

Mcleod. S (2024). Maslow’s Hierarchy of Needs. Simply Psychology.

McNeill, Lisa, and Rebecca Moore (2015). Sustainable fashion consumption and the fast fashion conundrum: Fashionable consumers and attitudes to sustainability in clothing choice. International Journal of Consumer Studies 39: 212–22.

Nickerson, C. (2023). Herzberg’s Two-Factor Theory of Motivation-Hygiene. Simply Psychology.

Nickerson, R. S. (1998). Confirmation bias: a ubiquitous phenomenon in many guises. Review of General Psychology, 2(2), 175–220. https://doi.org/10.1037/1089-2680.2.2.175

Niinimäki, K. (2010). ‘Eco-Clothing, Consumer Identity and Ideology.’ Journal of Sustainable Development. 18(3), 150-162.

Noble, I., & Bestley, R. (2011). An AVA Academia advanced title.

Nunnally, J. C., Bernstein, I. H. (1994). Psychometric theory, New York MscGraw-Hill.

Paul, J., Modi, A., & Patel, J. (2016). Predicting green product consumption using theory of planned behavior and reasoned action. Journal of retailing and consumer services, 29, 123-134.

Rausch, T. M., & Kopplin, C. S. (2021). Bridge the gap: Consumers’ Purchase Intention and Behavior regarding Sustainable Clothing. Journal of Cleaner Production, 278. https://doi.org/10.1016/j.jclepro.2020.123882

Ray, S., & Nayak, L. (2023). Marketing Sustainable Fashion: Trends and Future Directions. Sustainability, 15(7), 6202. MDPI. https://doi.org/10.3390/su15076202.

Schleicher, D.J. and Watt, J.D. (2013) Attitudes, Oxford Bibliographies Online.

Silva, M. P. (2022). Sustainable Fashion Communication in Retail: The role of ecolabels in sustainable fashion consumption. Universidade Da Beira Interior, Universidade Europeia.

Soyer, Mirella, and Koen Dittrich (2021). Sustainable Consumer Behavior in Purchasing, Using and Disposing of Clothes. Sustainability 13: 8333.

Thomsen, C. (2013). Sustainability (World Commission on environment and Development definition). Encyclopedia of corporate social responsibility, 2358-2363.

Tucker, L. R., & Lewis, C. (1973). A reliability coefficient for maximum likelihood factor analysis. Psychometrika, 38(1), 1–10. https://doi.org/10.1007/BF02291170

UNEP, & UN Climate Change (2023), The Sustainable Fashion Communication Playbook.

Vetrivel, V., Deepa, S., Vinayagam, K., Gokulakrishnan, A., & Thirumalvsalavan, K. (2023) Understanding consumer perceptions of brand determinants in service sector brand extension. International Journal of Commerce and Management Research, 9(5), 2023, 1-5

Vladimirova, K., Henninger, C. E., Alosaimi, S. I., Brydges, T., Choopani, H., Hanlon, M., ... & Zhou, S. (2023). Exploring the influence of social media on sustainable fashion consumption: A systematic literature review and future research agenda. Journal of Global Fashion Marketing, 15(2), 181-202.

Wijaya, S. G. T., & Paramita, E. L. (2021). Purchase intention toward sustainable fashion brand: Analysis on the effect of customer awareness on sustainability on willingness to pay. Diponegoro International Journal of Business, 4(1), 49-57.

World Ocean Review. (2015). What is sustainability? "World ocean review. Sustainable Use of Our Oceans – Making Ideas Work.

Younus, S., Rasheed, F. and Zia, A. (2015). Identifying the factors affecting customer purchase intention. Global Journal of Management and Business Research, 15(2), pp.8-13.

Zhang, Cheng-Tang and Zheng Wang (2021). Production Mode and Pricing Coordination Strategy of Sustainable Products Considering Consumers’ Preference. Cleaner Production, vol. 296. DOI: 10.1016/j.jclepro.2021.126476.

Downloads

Download data is not yet available.

Downloads

Published

25-04-2024

Abstract View

147

PDF Downloaded

53

How to Cite

Cam Thuy, D., Thi Bich Ngoc, D., Khanh Linh, V., Quynh Anh, T., Phuong Uyen, B., & Hoang Nhat Mai, D. (2024). Influence of channel communication on purchasing sustainable fashion in the Vietnamese market . VNU University of Economics and Business, 4(2). https://doi.org/10.57110/vnu-jeb.v4i2.284

Issue

Section

Original Articles