Manuscript Number : SHISRRJ214214

Factors Influencing the Purchase Intention of Consumers Towards Vegan Fashion Products : A Case Study in Hanoi, Vietnam

Authors(6) :-Van Tuan Pham, Nguyen Ha Minh Anh, Dinh Tran Ngoc Huy, Kieu Vu Linh Chi, Le Minh Ngoc, Ho Thi Phuong Thao

The fundamental purpose of this study is to identify and evaluate factors influencing Hanoi consumers' intention to purchase vegan fashion products based on the framework of the Theory of Planned Behaviour (TPB). The collected 423 samples consist of randomly chosen participants whose ages are varied including the participation of experts from the related industries. The ultimate result indicates that there are 6 outstanding factors significantly impact on the intention of Hanoi residents towards vegan fashion products: (i) Self- identity, (ii) Ethical obligation, (iii) Perceived behavioral control, (iv) Attitudes, (v) Product acknowledgement, (vi) Environmental concerns. According to these factors, the level of impacts can be respectively listed in descending order as self-identity (β= 0.369), ethical obligation (β=0.236), perceived behavioral control (β= 0.201), and attitudes (β= 0.129). Specifically, environmental concern solely impacts the attitudes (β= 0.215), the product acknowledgement influences the attitudes and the perceived behavioral control (β= 0.467 and β= 0.442), in contrast, shows no impacts on the subjective norm. In addition, the product acknowledgement and the environmental concerns indirectly have influence on the intention via attitudes. In particular, the research’s output shows that subjective norms do not happen to play any role in stimulating the intention of purchasing vegan fashion products. This study carries out vital and practical implications for state agencies as well as public organizations for the purpose of stimulating the intention and vegan fashion consumption.

Authors and Affiliations

Van Tuan Pham
National Economics University, Ha Noi Viet Nam
Nguyen Ha Minh Anh
National Economics University, Ha Noi Viet Nam
Dinh Tran Ngoc Huy
Banking University HCMC Ho Chi Minh City Vietnam - International University of Japan, Japan
Kieu Vu Linh Chi
National Economics University, Ha Noi Viet Nam
Le Minh Ngoc
National Economics University, Ha Noi Viet Nam
Ho Thi Phuong Thao
National Economics University, Ha Noi Viet Nam

Vegan fashion, sustainable consumption, ethical consumption, intentions, TPB.

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Publication Details

Published in : Volume 4 | Issue 2 | March-April 2021
Date of Publication : 2021-04-30
License:  This work is licensed under a Creative Commons Attribution 4.0 International License.
Page(s) : 58-70
Manuscript Number : SHISRRJ214214
Publisher : Shauryam Research Institute

ISSN : 2581-6306

Cite This Article :

Van Tuan Pham, Nguyen Ha Minh Anh, Dinh Tran Ngoc Huy, Kieu Vu Linh Chi, Le Minh Ngoc, Ho Thi Phuong Thao , "Factors Influencing the Purchase Intention of Consumers Towards Vegan Fashion Products : A Case Study in Hanoi, Vietnam", Shodhshauryam, International Scientific Refereed Research Journal (SHISRRJ), ISSN : 2581-6306, Volume 4, Issue 2, pp.58-70, March-April.2021
URL : https://shisrrj.com/SHISRRJ214214

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