Eco-friendly fashion among generation Z: Mixed-methods study on price value image, customer fulfillment, and pro-environmental behavior
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 p...
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| Veröffentlicht in: | PloS one 2022-08, Vol.17 (8), p.e0272789-e0272789 |
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| creator | Tran, Khoa Nguyen, Tuyet Tran, Yen Nguyen, Anh Luu, Khang Nguyen, Y |
| description | 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. |
| doi_str_mv | 10.1371/journal.pone.0272789 |
| format | Article |
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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.</description><identifier>ISSN: 1932-6203</identifier><identifier>EISSN: 1932-6203</identifier><identifier>DOI: 10.1371/journal.pone.0272789</identifier><identifier>PMID: 35972928</identifier><language>eng</language><publisher>San Francisco: Public Library of Science</publisher><subject>Attitudes ; Brand loyalty ; Clothing industry ; Computer and Information Sciences ; Consumer behavior ; Consumers ; Customer loyalty ; Customers ; Ecology and Environmental Sciences ; Environmental aspects ; Environmental awareness ; Environmental behavior ; Environmental conditions ; Evaluation ; Fashion ; Generation Z ; International trade ; Manufacturing ; Marketing ; Mixed methods research ; People and Places ; Product development ; Quality of service architectures ; Research and Analysis Methods ; Sales ; Social Sciences ; Startups ; Supply chains ; Sustainability ; Sustainable development ; Textile industry</subject><ispartof>PloS one, 2022-08, Vol.17 (8), p.e0272789-e0272789</ispartof><rights>COPYRIGHT 2022 Public Library of Science</rights><rights>2022 Tran et al. 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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. 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| subjects | Attitudes Brand loyalty Clothing industry Computer and Information Sciences Consumer behavior Consumers Customer loyalty Customers Ecology and Environmental Sciences Environmental aspects Environmental awareness Environmental behavior Environmental conditions Evaluation Fashion Generation Z International trade Manufacturing Marketing Mixed methods research People and Places Product development Quality of service architectures Research and Analysis Methods Sales Social Sciences Startups Supply chains Sustainability Sustainable development Textile industry |
| title | Eco-friendly fashion among generation Z: Mixed-methods study on price value image, customer fulfillment, and pro-environmental behavior |
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