[Research Contribution] Determinants impacting young consumers purchasing behavioral intention on sustainable fashion: exploration in Ho Chi Minh City

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.