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MINISTRY OF EDUCATION AND TRAININGUNIVERSITY OF ECONOMICS AND FINANCEHO CHI MINH CITYSCIENTIFIC RESEARCHTOPIC:RESEARCH FACTORS AFFECTING THEFUTURE DEVELOPMENT OFSUSTAINABLE FASHIONLecture: Nguyễn Phúc Quỳnh NhưStudent made: Đỗ Nguyên NgọcNguyễn Vũ Đan HạTHANK YOUFirst of all, we would like to expres...

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MINISTRY OF EDUCATION AND TRAINING UNIVERSITY OF ECONOMICS AND FINANCE HO CHI MINH CITY

SCIENTIFIC RESEARCH TOPIC:

RESEARCH FACTORS AFFECTING THE FUTURE DEVELOPMENT OF SUSTAINABLE FASHION Lecture: Nguyễn Phúc Quỳnh Như Student made: Đỗ Nguyên Ngọc Nguyễn Vũ Đan Hạ

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THANK YOU First of all, we would like to express our deep and sincere thanks to Ms. Nguyen Phuc Quynh Nhu - Lecturer who directly guides the subject "Research Methods in Business" for her enthusiastic help such as providing additional resources, adding knowledge in the learning and research framework so that we can complete the whole topic. We also do not forget to thank the teachers, the Board of Directors of the University of Economics and Finance, Ho Chi Minh City (UEF) for creating conditions and opportunities for us to participate in the experience of the subject "Research Methods in business" is interesting and meaningful as well as exchanging, sharing learning experiences with friends. Finally, we would like to thank all of you, both inside and outside the school, who supported us in surveying to complete this research project, and special thanks to the rest of the group for cooperating to complete the thesis in the best way. However, due to lack of research time and insufficient experience, this study certainly cannot avoid errors. Therefore, we look forward to receiving your feedback and recommendations so that we can improve better in the next research articles. Once again, we appreciate everything she's done for us, as well as all of your help. We wish you, as well as everyone else, good health, happiness, and good fortune in life.

Ho Chi Minh City, November 10th, 2021

Đỗ Nguyên Ngọc Nguyễn Vũ Đan Hạ

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ABSTRACT In recent years, Vietnam's economy is on a positive development momentum, so it also makes an impression and creates confidence in both domestic and foreign consumers. More and more organizations, enterprises and factories are participating in global trade along with the integration and modernization. However, along with development, we have to make trade-offs as well as face the problem of increasing environmental pollution, climate change and pandemics. Therefore, realizing that the bad situation is increasingly affecting the living environment, we need to recognize and come up with remedial solutions to preserve green lungs for future generations. The fast fashion sector, in particular, is one of the sources of pollution. To remedy it, we may switch sustainable fashion for rapid fashion in order to respond to changing economic conditions, customer demand, and environmental consciousness. As a result, we investigate the elements influencing future sustainable fashion development in this research paper. The following study is based on a knowledge of and reference to past research publications on consumer buying behavior in the fashion industry. Our study, on the other hand, focuses in part on sustainable fashion goods, sometimes known as green fashion. The study will look at the elements that influence the choice to use behavior as well as the factors that influence the long-term evolution of fashion. Based on the theoretical foundation as well as other domestic and international studies, it appears that the preliminary study should be conducted with everyone above the age of 18 in order to adjust the measuring scale and analyze the data in order to produce the findings. The true primary study, which enlisted the help of almost 300 participants, was designed to put the research scale and hypothesis to the test. Keywords: sustainable fashion, green fashion, fast fashion, influencing factors, consumer decision behavior

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TABLE OF CONTENTS MINISTRY OF EDUCATION AND TRAINING..........................................................0 ABSTRACT......................................................................................................................2 CHAPTER 1: INTRODUCTION...................................................................................5 TOPIC..............................................................................................................................5 REASON FOR CHOOSING TOPIC...............................................................................5 Objective reasons:.......................................................................................................5 Subjective reasons:......................................................................................................6 RESEARCH QUESTIONS..............................................................................................7 RESEARCH OBJECTIVES AND PURPOSE................................................................8 Research Objectives:...................................................................................................8 Research Purpose:......................................................................................................8 SCOPE AND LIMITATIONS OF STUDY......................................................................9 Study subjects:............................................................................................................9 Scope of the study:......................................................................................................9 RESEARCH METHOD...................................................................................................9 MEANING AND CONTRIBUTION OF THE STUDY...............................................10 Theoretical significance:...........................................................................................10 Practical significance:..............................................................................................10 THE TOPIC'S NEWNESS.............................................................................................11 STRUCTURE.................................................................................................................11 CHAPTER 2: THEORETICAL BASIS........................................................................11 1. OVERVIEW THEORY...........................................................................................11 1.1 DEFINITIONSOME........................................................................................11 1.2 THEORY.........................................................................................................15 2. PREVIOUS STUDIES............................................................................................20 2.1 Foreign Studies...................................................................................................20 2.2 Domestic research...............................................................................................24 CHAPTER 3: RESEARCH METHOD........................................................................26 1. 2. 3. 4. 3

RESEARCH HOSPITAL........................................................................................26 PROPOSED RESEARCH MODEL........................................................................27 RESEARCH PROCESS..........................................................................................28 RESEARCH DESIGN.............................................................................................30

4.1 QUALITATIVE RESEARCH................................................................................30 4.2 QUANTITATIVE RESEARCH METHOD........................................................30 5. DESIGN THE SCALE - QUESTIONNAIRE.........................................................31 PART 1: DEMOGRAPHIC........................................................................................31 PART 2: QUESTIONNAIRE.....................................................................................31 6. ANALYSIS METHOD............................................................................................35 6.1 DATA ENCRYPT.................................................................................................35 6.2 DATA SIFTING...................................................................................................35 6.3 EVALUATE THE RELIABILITY..........................................................................35 6.4 EXPLORATORY FACTOR ANALYSIS EFA.........................................................36 CHAPTER 4: RESEARCH RESULT..........................................................................38 1. INFORMATION ABOUT THE STUDY SAMPLE...............................................38 7. THE LINK BETWEEN VARIABLES AND FACTORS AFFECTING PRODUCT UTILIZATION...............................................................................................................42 9. PRELIMINARY ASSESSMENT OF THE SCALES................................................44 9.1 Check the reliability of the Cronbach Alpha scale..............................................44 10.1 New factor analysis.........................................................................................56 10.2 Pearson correlation analysis.............................................................................60 CHAPTER 5: CONCLUSION AND PROPOSAL......................................................64 1. CONCLUSION.......................................................................................................64 2. PROPOSAL.............................................................................................................65 2.1 For the state/government....................................................................................65 2.2 For business organization...................................................................................65 3. COMPARISON WITH PRIOR RESEARCH.........................................................68 4. LIMITATIONS........................................................................................................69 BIBLIOGRAPHY..........................................................................................................70

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CHAPTER 1: INTRODUCTION TOPIC FUTURE FACTORS AFFECTING THE DEVELOPMENT OF SUSTAINABLE FASHION

REASON FOR CHOOSING TOPIC Objective reasons: Fashion and sustainability, two seemingly unrelated concepts, literally are creating a new phenomenon in the world together, contrary to popular belief. Up to the present time, the concept of sustainable fashion or more easily understood as environmentally friendly fashion is no longer strange to fashionistas, which is quite significant. The coverage of sustainable fashion is increasingly dense, warmly welcomed from every country in the world essentially thanks to the pretty constant struggle of various international organizations. Over the last decade, climate change has become increasingly serious, prompting calls for environmental protection and resource conservation to combat global warming. The fast fashion industry is one of the reasons for this. According to UN Environment Program statistics, the fast fashion industry consumes the second most countries in the world and produces 8-10% of carbon emissions, which generally is for all intents and purposes higher than emissions from airplanes and ships. Pesticide residues in the process of growing cotton plants, chemical dyes for fabrics, the exploitation of skins, sort of animal hairs, or the massive amount of waste that this industry generates every year, among other things, are well known to have a significant impact on the ecosystem. When products are produced according to the fast-fashion model, they are thrown away once the trend kind of has passed, and they are unable to decompose naturally, increasing pollution in a particularly big way. With support around the world of fashion and sustainability, have come together to create a new concept of using safe, compostable, or reusable materials, sustainable manufacturing processes, and ethical standards, reduce resource consumption costs, and ensure fair rights and fair wages for production workers in the fashion industry. 5

Sustainable fashion is, in general, the goal of further improvement for the fashion industry, but it was born to address the following long-standing flaws in the industry today: -

Consumption for fast fashion production, there are insufficient natural and water resources.

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The manufacturing process involves the use of toxic chemicals and the discharge of industrial waste into the ocean, resulting in increased environmental pollution.

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Products produced more than demand are thrown into nature in an unethical manner, products that take a long time to decompose, resulting in massive landfills.

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Workers in the manufacturing business are frequently mistreated, treated unjustly, and unethically, and employers frequently pay them less than the minimum wage.

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Child labor is frequently exploited since it is a less expensive alternative to automation. In Kenya, India, Kazakhstan, Zambia, Zimbabwe, and other cottonproducing nations in Africa, South America, and Asia, children are frequently pushed out of school during the summer to harvest cotton.

It mostly is not only the duty of fashion businesses and corporations to change the landscape of the fashion industry to one that for the most part is more sustainable, or so they or all intents and purposes thought. To encourage this transformation, consumers must mostly think and act, which generally is quite significant.

Subjective reasons: -

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The scenario demonstrates that to stay up with the times, customers in Vietnam in general, and in Ho Chi Minh City in particular, choose to utilize items with high availability and trendiness. Since then, "instant noodles" have become extremely popular and well-liked by customers. YougovVN conducted an online word research from October 20 to 30, 2017 with 1,481 survey respondents in Vietnam. Then there's the fact that 3/4 (74%) of Vietnamese adults have donated or abandoned clothing in the recent year, and 1/5 (19%) have given or disposed of more than ten articles of clothing. In the last year, it has rebounded. 4 out of 10 (43%) have ever given away/discarded an item of clothing after wearing it only once, and 1/5 of survey respondents (19%) have given back/thrown away at least 3 things that they had worn only once in the recent year.

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According to data released by Mitra Adiperkasa - the representative partner of Inditex operating the Zara system in Vietnam - In 2017, the Zara system announced the opening of new Pull & Bear, Stradivarius, Massimo Dutti stores under the Zara system, as well as the opening of more Zara stores in Hanoi at the end of 2017; along with that, the revenue of the entire system at Zara Vietnam soared to over 1,100 billion dongs. The income of this quick fashion chain in Vietnam surged by 133 percent in the first half of 2018, reaching over VND 950 billion.

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According to BMI's projection, the average growth rate of Vietnamese people's fashion expenditure would be 7% in 2017-2021, compared to 7% in prior years, making it a rich field for global enterprises.

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The data indicate the consumer trend in Vietnam: continuing to use fast fashion items would significantly negatively impacts have a significant detrimental impact on the environment and negatively damage customers' lifestyles. each person's existence in the future.

Seeing the consumption trends of Vietnamese people very clearly and understanding the devastating power of the textile industry in general and the fast fashion industry in particular, along with the values that the sustainable fashion industry can bring to the community, should I have chosen the topic: “Factors affecting the development of sustainable fashion in the future”

RESEARCH QUESTIONS Insights on sustainable fashion may be gained by conducting market research surveys. This report will answer the following particular research questions based on the group's study objectives: 1. What variables have an impact on the development of sustainable fashion? 2. What influence have those influencing variables had on sustainable fashion? 3. Should environmentally friendly fashion goods be used in the future?

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RESEARCH OBJECTIVES AND PURPOSE Research Objectives: -

General objectives: The research aims to identify and measure the factors affecting the development of sustainable fashion in the future

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Specific objectives:

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The theoretical objectives of this study are:

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Systematize theoretical issues on factors affecting sustainable fashion in the future

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Research and propose models on factors affecting the development of sustainable fashion.

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The practical objectives of this study are:

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Building and defining a model of specific factors affecting the development of sustainable fashion in the future in Ho Chi Minh City in particular and Vietnam in general.

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Building, measuring, analyzing, evaluating, and testing real models of factors affecting the development of sustainable fashion in the future in Ho Chi Minh City in particular and Vietnam in general

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The results obtained can determine which factors need to be prioritized, taken care of, and presented to consumers as well as businesses in the fashion industry, apparel industry, and product suppliers. fashion captures the future development trend of the fashion industry and the prosperity of fast fashion shortly

Research Purpose: -

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The first and most practical goal of the research is to better understand the harmful effects that the present fashion business is causing. live our future, our children in particular, as well as society and the community as a whole, therefore encouraging consumers and customers to adopt more environmentally friendly fashion items.

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Second, by examining sustainability challenges in both operational and marketing strategy, this research attempts to accomplish sustainability in the fashion business.

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The fashion industry's long-term growth can lessen the effect of contaminated fabrics, enhance recycling rates, and expand the market for “green clothes”.

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Organizations may accomplish long-term sustainability goals using sustainable business strategies, which can be improved through manufacturing methods and marketing tactics. To begin with, textile recycling should be regarded sustainably when it comes to the final usage of a garment's life cycle.

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As a result, it is suggested that the study be conducted to raise market share for green clothes as well as recycling rates, lessen the impact of the economic crisis on the green market, and identify a potential market for the reconstruction solution package. design, raise consumer awareness and encourage customers to seek out more "green fashion" items

SCOPE AND LIMITATIONS OF STUDY Study subjects: -

Factors affecting the development of sustainable fashion in the future.

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The research object is aimed at consumers who have purchased and are intending to buy sustainable fashion products.

Scope of the study: -

All people 18 years of age and older with a monthly income of VND 1,000,000 or more.

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The research period is from October to November 2021 with the scope of research in Ho Chi Minh City.

RESEARCH METHOD

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To identify and quantify elements impacting sustainable fashion development, this study used a mix of qualitative and quantitative methodologies.

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Furthermore, several fundamental research methodologies must be considered:

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