The main aim of this dissertation is to understand consumer behaviour toward sustainable fashion between the UK and Vietnam millennials. This dissertation may be divided into six areas: introduction, literature review, methodology, presentation of results, data analysis and discussion, and conclusion. Besides that, this study is generally classified into five research objectives:
Research objective 1: Exploring and comparing the level of concern about sustainable fashion between the UK and Vietnam millennials.
Research objective 2: Measuring knowledge about definition of sustainable fashion from UK and Vietnamese millennial’s.
Research objective 3: Understanding impact of Coronavirus on consumers’ attitudes to sustainable fashion consumption between the UK and Vietnam millennials.
Research objective 4: Finding the relationship between demographics and willingness-to-pay behaviour in sustainable fashion from UK and Vietnam millennial’s Additionally, exploring reasons why British and Vietnamese millennials purchase sustainable fashion.
Research objective 5: Exploring factors impacted on willingness-to-pay higher price for sustainable fashion between British and Vietnamese millennial consumers.
This research used a quantitative method to answer these five research objectives. In particular, the study collected 216 UK millennials and 233 Vietnam millennial participants via an online survey. To analysis to these primary data, Qualtrics and SPPS software were used in this research.
In term of its outcomes, both UK and Vietnam millennials are highly concerned about sustainable fashion. However, Vietnamese millennials tend to concern more rather than UK millennials. Additionally, both the UK and Vietnam participants defined “green packaging” as the definition of sustainable fashion. Besides that, Coronavirus leads to willing to pay higher price and willing to buy second-hand clothing between the UK and Vietnam. The Vietnamese and British female millennials are both willing to pay a higher price for sustainable clothing. Moreover, UK millennials are inclined towards willingness-to pay a higher price through “social media” and “cultural collectivism”. In contrast, “Word of Mouth” and “eco-label” lead to willingness-to-pay higher price for sustainable clothing from Vietnamese millennial’s perspectives.
In term of the rationales for conducting this research, first of all, fast fashion is destroying to environment, ocean, human body and welfare of fashion workers. By contrast, slow fashion or sustainable fashion is an innovative solution that to safeguard the environment and humanity. Secondly, between previous researches and this topic, there have several gaps in knowledge concerning lack of countries to research, as well as lack of explanations of millennials behaviour in sustainable fashion industry. Lastly, sustainable entrepreneurs are becoming popular in the world. Therefore, findings of this research may provide them with useful consumer insights for developing their businesses.
Keywords: sustainable fashion, slow fashion, consumer behaviour, UK millennials, Vietnam millennials, sustainable entrepreneurs.
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