Discriminant validity (Fornell and Lacker).

The increasing awareness of environmental challenges has significantly influenced consumer behavior, with sustainable products, particularly sustainable clothing, becoming a top priority for Generation Z consumers. This study aims to investigate the factors influencing Generation Z’s purchase intentions toward sustainable clothing in Vietnam, guided by the Stimulus-Organism-Response (SOR) model and Theory of Planned Behavior (TPB) frameworks. Specifically, it examines the effects of green perceived value, green perceived quality, perceived price, social influence, product design, environmental concern, and environmental knowledge on purchase intentions. The study also explores the mediating roles of environmental attitude and product attitude in these relationships. The research employed a quantitative approach, using a Likert scale questionnaire to gather data from 641 Vietnamese Generation Z consumers. The study utilized exploratory factor analysis (EFA), confirmatory factor analysis (CFA), and structural equation modeling (SEM) to analyze the data. The results revealed that all proposed hypotheses were supported, indicating that all factors significantly impact environmental attitude and product attitude, which, in turn, influence purchase intention. The results emphasize the strong mediating role of environmental attitude and product attitude, suggesting that consumers with positive attitudes toward the environment and products are more likely to intend to purchase sustainable clothing. This research provides valuable insights into the psychological and contextual factors that influence Generation Z’s sustainable consumption behavior. For marketers, these findings underscore the need to promote transparency in sustainable practices, emphasize high product quality and appealing designs, and engage this demographic through community involvement and authentic sustainability efforts.随着公众对环境挑战的认知日益加深，消费者行为已受到显著影响，可持续产品尤其是可持续服装，成为Z世代（Generation Z）消费者的首要考量目标。本研究以刺激-机体-反应（Stimulus-Organism-Response, SOR）模型与计划行为理论（Theory of Planned Behavior, TPB）为框架，旨在探究越南地区Z世代消费者对可持续服装的购买意向影响因素。具体而言，本研究考察了绿色感知价值、绿色感知质量、感知价格、社会影响、产品设计、环境关切与环境知识对购买意向的作用效应，并探究了环境态度与产品态度在上述影响路径中的中介作用。本研究采用定量研究方法，通过李克特量表问卷收集了641名越南Z世代消费者的调研数据，并运用探索性因子分析（EFA）、验证性因子分析（CFA）与结构方程模型（SEM）对数据进行分析。研究结果显示，所有预设假设均得到支持，表明上述所有因素均对环境态度与产品态度存在显著影响，而环境态度与产品态度又进一步作用于购买意向。研究结果凸显了环境态度与产品态度的强中介作用，即对环境与产品持有积极态度的消费者，其购买可持续服装的意向也更高。本研究为解析影响Z世代可持续消费行为的心理与情境因素提供了极具价值的洞见。对于市场营销人员而言，本研究结果表明，品牌需推广可持续实践的透明度、突出产品的高品质与美观设计，并通过社区参与与真实的可持续举措，触达这一消费群体。