Towards sustainable consumption: Extending the Theory of Planned Behavior to explore green apparel purchase intentions

Amid growing environmental concerns, green consumption has become an increasingly urgent topic in both academic and practical domains, especially in the fashion industry. This study investigates factors influencing green apparel products purchase intention in Vietnam, by extending the Theory of Planned Behavior (TPB) with environmental knowledge, green self-concept, social status, and collectivism orientation. Based on 217 valid responses from an online survey, data were analyzed using PLS-SEM via SmartPLS. Results show attitude as the strongest predictor of purchase intention, followed by perceived behavioral control and subjective norms. Green self-concept and environmental knowledge significantly affected attitude and perceived behavioral control, while subjective norms were shaped by social status and collectivism. Although social status had a moderate impact on subjective norms, it did not significantly affect attitude. Mediation analysis confirmed indirect effects of green self-concept through attitude and control. This study contributes to the limited literature on green consumer behavior in transitional economies by offering a psychological and societal perspective on the factors influencing green apparel purchase intention. The findings provide practical implications for marketers and fashion brands seeking to promote green apparel products in Vietnam’s emerging market.