Factors affecting students’s purchase intention for secondhand fashion in Ho Chi Minh market

Abstract

The study investigates the factors influencing the purchase intention for secondhand fashion among students in Ho Chi Minh City. The desk research is conducted to gather secondary information related to the topic. Qualitative research is conducted to refine the measurement scale. The quantitative research adopts a convenience sampling method, a non-probability sampling technique, with a survey sample of 351 consumers in Ho Chi Minh City. The findings indicate that four positive factors influence the intention to purchase secondhand fashion: Subjective norm, Attitude towards secondhand fashion, Environmental awareness, and Financial capability. Perceived concerns factor negatively impact the purchase intention of secondhand fashion. The research results indicated that the Subjective norm factor has the most significant positive influence, this is a new point in stimulating consumers' intention to purchase secondhand fashion. These findings also help managers recognize the importance of the factors influencing the purchase intention of secondhand fashion, thereby developing appropriate business strategies. Based on the research results, the authors propose several managerial implications to increase the efficiency of operations and promote customer decisions to use secondhand fashion products.