Eco-friendly Fashion among Generation Z: Mixed-methods study on Price Value Image, Customer Fulfillment, and Pro-environmental Behavior.

Raising environmental awareness and product development are two separate and costly investments that many small and medium-sized fashion businesses cannot afford to achieve sustainability. Therefore, there is a need to decide which factors more significantly impact consumer loyalty and purchase intention toward eco-friendly fashion. Thus, the study employs a mixed-methods approach to research how customers' perception about product-service quality and their environmental awareness and pro-environmental behavior impact purchase intention and customer loyalty toward eco-friendly fashion products among Vietnamese Gen Z's. Most interviewees acknowledged that their primary source of knowledge for eco-friendly fashion was social media. The qualitative results further show that the knowledge and attitude toward eco-friendly fashion practices are insufficient to convince young customers to afford eco-friendly fashion products. The quantitative results show that while customer-related factors play a more significant role in stimulating purchase intention, only product-service quality factors impact loyalty. Hence, the study suggests that businesses should prioritize improving service and product quality rather than funding green marketing when targeting the Vietnamese Gen Z. Government should prioritize financial and technological support for fashion firms to develop high-quality eco-friendly fashion to ensure the availability of products in the market.