VIETNAM GENERAL CONFEDERATION OF LABOUR TON DUC THANG UNIVERSITY FACULTY OF BUSINESSS ADMINISTRATION BUSINESS RESEARCH AN INVESTIGATION OF THE FACTORS INFLUENCING THE BEHAVIORAL INTENTIONS OF GENERATION Z TOWARDS RECYCLED CLOTHING IN VIET NAM Lecturer: MBA. Trần Thị Vân Trang Group: 04 Team : Supernut HO CHI MINH, YEAR 2023 CONTENT ABSTRACT. Purpose of research. Significance of research.
Generational cohorts and consumption. Perceived behavioral control. The theory of planned behavior. Research of key papery.
Research of support paper 2. Research of support paper 1. Internal consistency reliability. Variance Inflation factor.
Result of verify research hypothesis. CONCLUSION AND RECOMMENDATIONS. Limitations and Recommendations for future research.63 3 LIST OF FIGURES Figure 1 Figure 2 Figure 3 4 TEAM MEMBER NAME ID Nguyễn Phú Lợi 720V0033 Nguyễn Phương Khoa 821H0081 Nguyễn Phúc Nguyên 721k0064 Trần Nguyễn Phương Anh 721K0430 Phạm Nguyễn Như An 721V0002 Vũ Khánh Huyền 721K0409 Htoo Kyaw Lin 721K0459 ABSTRACT This research paper investigates the relationship between environmental concern and purchase intention of recycled clothing among Generation Z consumers in Viet Nam. The textile industry is a major contributor to environmental pollution, and recycling textiles can reduce its impact.
Using the theory of planned behavior as 5 the framework, the study analyzes the influence of environmental concern on attitudes, subjective norms, perceived behavioral control, and purchase intention towards recycled clothing. Data was collected from a convenience sample of 295 respondents through a structured questionnaire distributed via social media platforms, and structural equation modeling was used for data analysis. The results indicate that environmental concern has a significant positive effect on attitudes, subjective norms, perceived behavioral control, and purchase intention towards recycled clothing. Additionally, attitude and subjective norms towards recycled clothing were found to have a significant positive effect on purchase intention.
The study suggests that Generation Z consumers in Viet Nam possess a high level of environmental concern and are motivated to purchase eco-friendly products. This paper provides valuable insights for promoting responsible consumption and raising awareness of environmental risks across social media platforms, with an emphasis on the role of ethics and personal commitment in motivating consumers to buy recycled clothing. Background The group known as "post-millennials" or Generation Z consists of individuals born between 1995 and 2010 (Seemiller and Grace, 2016), and they have now reached young adulthood as college students (Nguyen et al. While there are varying opinions on the exact birth years that define this generational cohort (Nielsen, 2018; Priporas et al., 2017; Wood, 2013), previous research (Igel and Urquhart, 2012; Seemiller and Grace, 2016) has commonly used the aforementioned range.
The distinguishing factor of this generation from its predecessors is their strong inclination to adopt environmentally friendly products (Nielsen, 2016) and their inherent motivation to engage in sustainable practices (Financial Times, 2018). Generation Z individuals are well-educated consumers who possess a deep understanding of environmental concerns and eco-friendly merchandise (Adnan et al., 2017), and they believe that companies have a responsibility to address social and environmental issues (Amed et al. They are also willing to contribute to this cause by switching to eco-friendly alternatives. It is noteworthy that India's demographic statistics indicate that 45 percent of its population is below 25 years old, and by the end of 2020, 40 percent of US consumers will belong to the Generation Z cohort (Empson, 2016).
Additionally, 7 this generational group is projected to represent 40 percent of the global population by the end of 2020 (Amed et al., 2019), suggesting that their socially conscious and change-seeking attitudes will significantly influence consumption patterns. Given the growing number of Generation Z consumers worldwide and the consequential shift in consumption trends, this study will primarily focus on this generational cohort. Problem statement The production of textiles has a detrimental impact on the environment since it not only uses more water and energy but also heavily uses pesticides, emitting greenhouse gases that contaminate the air and soil (Allwood et al. The textile industry accounts for 10 percent of all CO2 emissions globally and is the second most environmentally destructive industry in the world.
Moreover, the production of textiles results in the discharge of toxic byproducts into the air and wastewater, which has an effect on the global environmental quality (Khan and Malik, 2014). This problem has become worse in recent years as the demand for textile products throughout the world is growing significantly due to the "fast fashion" trend that has evolved over time and is extremely popular among the younger generation (The Fiber Year Consultancy, 2015). (2010) Bhardwaj and Fairhurst. Fast fashion is "an cheap version of contemporary high 8 fashion clothing trends, which change at a quick rate, with today's newest outfits swiftly becoming yesterday's," according to Joy et al.
Because of the expanding population and economic development, the spike in demand will surely continue. This appears to be a concerning situation since rising textile manufacturing increases resource consumption and harms the environment by producing more textile waste as a result of rising demand for stylish apparel (Rathinamoorthy, 2019). There is no doubt that the status of the environment in our planet is negatively impacted by this fast fashion trend. More environmentally friendly products must thus be used and consumed (Kulshreshtha et al.
As a result, sustainable alternatives to fast fashion must be developed and sold. One potential remedy for this ongoing problem is the recycling of textiles, which can reduce the environmental impact by lowering the production of virgin fiber (Vehmas et al. It also reduces the industrial chain's usage of water, power, and dangerous chemicals (Dahlbo et al., 2017), hence reducing the environmental impact (Sandin and Peters, 2018). Thus, it is critical that we use more recycled clothing.
This study has certain limitations that could suggest directions for further research. Firstly, the use of a convenience sample of Generation Z consumers in India may constrain the possibility of generalizing findings. In order to develop a more comprehensive understanding of different consumer segments and increase 9 generalizability, future studies could involve random sampling of participants across various age groups. Secondly, since this study only explored purchase intentions, other attitude-intention-behavior based models could be employed in future research to empirically examine consumer behavior.
Longitudinal studies may also be useful for further investigations. Thirdly, future research could explore the mediating, moderating, and interactive effects of various factors in the TPB model to enhance comprehension of relationships among variables and improve the predictability of the model. Furthermore, various other factors related to behavioral beliefs, normative beliefs, and perceived behavioral control beliefs could be explored in future studies. This research paper also provides valuable information for discovering effective advertising methods.
As retailers and clothing marketers can emphasize the benefits that recycled clothing can bring and have a positive impact on the environment. For marketing professionals must emphasize the role of ethics and personal commitment in motivating consumers to buy recycled clothing when creating promotional messages for them. In addition, this report also emphasizes that the focus should be on creating marketing strategies to promote responsible consumption and raise awareness of environmental risks across social media platforms, expanding scale of a campaign on clothing recycling to educate and 10 educate Gen Z consumers to improve and increase this consumer's ethical obligations, responsibility and visibility into purchasing decisions 1. Purpose of research The goal of this study is to determine how generation Z's desire to purchase recycled clothing is influenced by environmental concern, perceived value, personal norms, and their readiness to pay.
The increase in demand will undoubtedly continue due to the growing population and economic development. This appears to be a troubling situation as the increased demand for fashionable clothing drives up textile production, which raises resource consumption and has a negative effect on the environment due to increased textile waste. Consumers from Generation Z have a strong grasp of environmental concerns and eco-friendly products. They therefore think that businesses must approach and resolve environmental and social problems.
Moreover, they are prepared to take part in this process by switching their consumption to environmentally responsible goods. Except for a few studies that looked into the consumption side of recycled apparel, the majority of studies in this field have only examined the manufacturing side. Understanding customer behavior intentions in relation to recycled clothing is important. This study has applied the theory of planned behavior, a widely accepted theoretical foundation for understanding behavioral goals, in the same 11 context.
Consequently, this study aims to close the lacuna in the body of knowledge in this field. Research questions In order to achieve the above research objectives and orientation for the research, our group has identified these questions to solve the following problems: How do environmental concerts (EC), Personal Norm (PN), Willingness to pay premium (WPP) and Perceive Value (PV) factors influence Gen Z's intention to recycle clothes? What impact does clothing recycling have on the environment and in the apparel industry? What methods help effectively optimize the recycling of clothes? 1. Significance of research Our team believes that if the issues under investigation are clarified, this research will be extremely beneficial. If this paper is successful, we hope to contribute to the theoretical foundation of constructivism, which will be extremely useful when we conduct this research in our country.
Second, this study will provide students with data as well as general and detailed information such as how effective they are at recycling clothes or how fast fashion trends affect environmental quality. Finally, based on the findings of subsequent research, businesses, manufacturers, and marketers develop recycling communication strategies, such as offering 12 environmentally friendly green products or other legal measures to improve the quality of life. SEM Scientific studies are increasingly using the potent multivariate approach known as structural equation modeling (SEM) to investigate and assess multivariate causal linkages. SEMs are distinct from other modeling strategies in that they examine both the direct and indirect consequences of presumptive causal links.
SEM has developed through three generations and has been used in statistics for about 100 years. The logic of causal modeling was created by the first generation of SEMs employing route analysis (Wright 1918, 1920, 1921). Thereafter, factor analysis was included in SEM by the social sciences. SEM increased its capability with its second generation.
Judea Pearl created the "structural causal model" in 2000, and Lee integrated Bayesian modeling in 2007. These two developments marked the beginning of the third generation of SEM (also see Pearl 2003). For the past 16 years, ecologists have used SEM to test a variety of hypotheses using numerous variables. The intricate networks of causal linkages in ecosystems 13 may be analyzed using SEM (Shipley 2002; Grace 2006).
The conceptual and methodological ties between correlation and causality were made clear by Chang (1981) and Maddox and Antonovics (1983), two of the first ecologists to use SEM in ecological research. Grace (2006) published the first complete book on the fundamentals of SEM with significant examples drawn from several environmental studies. SEM in ecological sciences has now seen strong growth in the most recent ten years (Eisenhauer et al. Confirmatory factor analysis and route analysis are two statistical techniques that are used to create SEM.
The goal of confirmatory factor analysis, which has its roots in psychometrics, is to assess hidden psychological qualities like attitude and satisfaction (Galton 1888; Pearson and Lee 1903; Spearman 1904). On the other hand, route analysis began in biometrics and sought to identify the causal link between variables by drawing a path diagram (Wright 1918, 1920, 1921). In older versions of econometrics, simultaneous equations were used to depict the route analysis (Haavelmo 1943). SEM, which merged the two methodologies stated above, gained popularity in a variety of sectors, including social science, business, medicine and health science, and natural science, in the early 1970s (Joreskog 1969, 1970, 1978; Joreskog and Goldberger 1975).