Green Consumption: The Case Study of Purchase Intention Towards Recycled Fashion Accessories Among Vietnamese Students

The article applied the quantitative method to measure the factors affecting the intention to purchase recycled fashion accessories of university students in Vietnam. After an analytical process through SmartPLS 3.3.3 software, 254 meaningful responses were conducted. The research results from the estimation model and structural equation model (SmartPLS-SEM) have indicated four factors that impact directly the intention of buying recycled fashion accessories including attitude, personal identity, perceived financial risk, and perceived quality risk. In particular, attitude is affected by 4 elements: environmental concern, uniqueness value, perceived hygiene risk, and perceived aesthetic risk. From there, the authors made strategic recommendations for both entrepreneurs in the field of recycled fashion accessories and environmental organizations in terms of promoting recycled accessories, increasing purchase intention of these items, and encouraging care for the environment through recycling.