09/01/2026
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Keywords: sustainable fashion; purchase intention; consumer attitudes; social norms; environmental concerns.
Every year, the fashion industry generates millions of tons of waste and consumes vast amounts of water and energy, yet new clothes are constantly bought, worn a few times, and then forgotten. Young people understand that better than anyone else. They talk about green living, responsible consumption, and sustainable fashion. But when faced with a trendy item and an "environmentally friendly" option, the decision doesn't always lean toward sustainability. So, what really makes young people willing to open their wallets for sustainable fashion, and what makes them hesitate? Research by students from the University of Economics Ho Chi Minh City (UEH) was conducted to find the answer to that question, right in the vibrant consumer lifestyle of Ho Chi Minh City.
From awareness to cart: What factors are shaping young people's choices for sustainable fashion?
*Environmental concern lays the foundation for sustainable consumer attitudes
For many young people, awareness of the environmental impact of the fashion industry is the starting point for all thoughts about sustainable consumption. When they understood that each shirt could consume a lot of water, energy, and generate a large amount of waste, they began to look at fashion from a different perspective. This interest doesn't immediately lead to purchasing behavior, but it fosters a positive attitude, making young people more receptive to environmentally friendly options.
*Perceived value determines whether sustainable fashion is "worth buying."
Despite their environmental concerns, young people are still practical consumers. They weigh the cost against the value they receive, considering factors from quality and durability to the satisfaction they get from using the product. When sustainable fashion offers value for money, not just in terms of being "green" but also in terms of the actual experience, the likelihood of it being chosen in the shopping cart will be higher.
*Personal standards and a sense of responsibility in shopping choices
Beside personal benefits, many young people are starting to feel a stronger sense of their responsibility toward the environment. Choosing to buy a sustainable product is sometimes not just a preference, but also a feeling of "what should be done." This personal standard makes them feel their shopping decisions are more meaningful, contributing in a small way to larger societal changes.
*Social norms make sustainable consumption a mainstream trend
Young people's choices don't happen in a vacuum of independence. Friends, community, and what is shared on social media have a clear impact on shopping behavior. When sustainable consumption is seen as a positive and socially supported trend, young people tend to follow suit, not only out of personal belief but also for a sense of recognition and solidarity with the community.
When sustainable fashion goes beyond awareness: What truly motivates young people to take action?
The research results show that environmental concern is an important factor driving young people's intention to purchase sustainable fashion. Therefore, instead of just presenting products as a new trend, brands need to clarify the connection between shopping choices and positive impacts on the living environment. When young people understand that each of their consumption decisions can contribute to reducing pollution and protecting resources, they will be more likely to actively form purchase intentions.
Beside that, the perceived value of the product still plays a key role in the decision-making process. Research shows that young people are not only concerned about sustainability factors, but also pay attention to quality, durability, and feeling they are getting their money's worth. Therefore, emphasizing the long-term benefits and practicality of the product will make sustainable fashion more approachable and trustworthy in the eyes of young consumers.
Additionally, purchase intention is significantly influenced by the surrounding social environment. When sustainable fashion is supported by friends, community, and the media, young people tend to be more accepting and likely to follow suit. This suggests that building community and sharing common stories and experiences can be more effective than individual moral appeals. As sustainable fashion becomes a familiar choice in everyday life, young people's intention to buy will no longer stem from the pressure to "be green," but from consensus and a sense of alignment with themselves.
The research indirectly contributed to SDG 11, 12, 13. See the full article “Determinants impacting young consumers purchasing behavioral intention on sustainable fashion: exploration in Ho Chi Minh City” HERE
Authors: Nguyen Thanh Giang, Nguyen Thi Phuong Dung, Nguyen Thi Huong Giang - University of Economics Ho Chi Minh City.
This article is part of the Green Research Community series with the message “Research Contribution for UEH Living Lab Green Campus” UEH sincerely invites the community to follow the next Green Research Community newsletter.
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*To create maximum conditions for the development of the "UEH Green Researcher Community," members of the community will be able to attend scientific research methods classes related to the topics of Living Lab and Green Campus. Additionally, upon meeting the standards, the research team will receive a certificate from the UEH Sustainable University Project Board and financial support for a standard-compliant project. |
More Information:
SDG 11 – Sustainable Cities and Communities seeks to develop urban areas and communities that are resilient, safe, and sustainable by improving living environments, managing waste effectively, and ensuring access to basic services for all citizens. A sustainable city is not only about physical infrastructure but also about raising awareness and shaping residents’ behavior to protect their shared environment.
SDG 12 – Responsible Consumption and Production focuses on ensuring sustainable production and consumption patterns, thereby reducing pressure on natural resources, minimizing waste, and limiting environmental pollution. This goal emphasizes the importance of effective waste management, optimal use of resources, and promoting changes in consumer behavior at both individual and community levels, particularly through education and awareness.
SDG 13 – Climate Action calls for urgent measures to combat climate change and its adverse impacts by reducing greenhouse gas emissions, enhancing adaptive capacity, and raising public awareness. This goal goes beyond national-level policies and requires changes in individual and community behaviors in daily life, especially in areas directly linked to waste generation and management.
News, photos: UEH Green Campus Project, UEH Youth Union - Student Association, UEH Communications and Partnership Development Department
Voiceover: Thanh Kieu
