sing environmental awareness and product development are two separate and costly investments that many small and medium-

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.

提升环保意识与开展产品研发是两项独立且成本高昂的投入，诸多中小型时尚企业难以凭借此类投入实现可持续发展目标。因此，亟需明确哪些因素对环保时尚（eco-friendly fashion）领域的消费者忠诚度与购买意向的影响更为显著。为此，本研究采用混合研究方法，探究越南Z世代消费者对产品服务质量的感知、自身环保意识和亲环境行为，如何影响其对环保时尚产品的购买意向与消费者忠诚度。多数受访对象坦言，其获取环保时尚相关知识的主要渠道为社交媒体。定性研究结果进一步显示，仅具备环保时尚实践相关的知识与态度，不足以促使年轻消费者愿意选购环保时尚产品。定量研究结果表明，尽管与消费者自身相关的因素对激发购买意向的作用更为突出，但仅有产品服务质量因素会对消费者忠诚度产生影响。据此，本研究建议，针对越南Z世代群体开展营销时，时尚企业应优先优化服务与产品质量，而非投入资金开展绿色营销。政府应优先为时尚企业提供资金与技术支持，助力其研发高品质环保时尚产品，以此保障市场中环保时尚产品的有效供给。