[Research Contribution] Whether young minimalists choose sustainable fashion brands merely by accident? Examining the moderating effect of the control of consumption desires

Minimalist living is gradually becoming a lifestyle pursued by Gen Z, but does "buying less" really equate to sustainable consumption? Or sometimes, choosing green fashion brands is just an unintended consequence of reducing consumer demand? From that perspective, a group of students from the University of Economics Ho Chi Minh City (UEH) conducted a study titled "Do young minimalists' choices of sustainable fashion brands happen by chance?" "Analyzing the role of controlling consumer desires," aiming to clarify whether a minimalist lifestyle truly promotes sustainable consumption behavior, or if it only indirectly influences thru attitudes, happiness perception, and the ability to control consumer desires of Gen Z.