Nguyen The Kien (2025) Factors influencing the purchasing habits of the younger Vietnamese generation regarding Levi's® recycled fashion. Külkereskedelmi Kar.
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Absztrakt (kivonat)
The thesis topic "Factors Influencing the Purchasing Habits of the Younger Vietnamese Generation Regarding Levi's® Recycled Fashion," aims to explore the key drivers behind the purchasing behavior of young Vietnamese consumers toward Levi's® recycled fashion products. This research centers on Generation Z, targeting university students and young professionals in key Vietnamese urban areas including Hanoi, Da Nang, Hai Phong, and Ho Chi Minh City. The impetus for this study arises from an escalating global focus on sustainability and environmental awareness within the fashion industry. With the rise of recycled fashion globally, grasping the buying habits of younger Vietnamese consumers offers crucial insights for marketers and the fashion sector. Additionally, with Levi's® being a globally recognized brand known for its commitment to sustainable practices, this study seeks to uncover how these values resonate with younger Vietnamese consumers and influence their purchasing decisions. The research utilizes a quantitative approach, employing online surveys through Google Forms for data collection. The survey was conducted between June and August 2024, targeting university students and Generation Z professionals, including office workers, freelancers, and other young workers. The survey was distributed across major cities in Vietnam, and a total of 225 valid responses were collected. The collected data underwent descriptive statistical analysis to determine how various factors influence purchasing behavior. The analysis was performed based on demographic classifications (such including factors such as gender, age, education level, and income occupation) and consumption-related factors (including product understanding, consumption levels, media influences, barriers to consumption, and motivations for purchasing recycled fashion products). To guide the study, the author proposed six key research hypotheses, which were tested using the collected survey data: · H1: Subjective norms regarding recycled fashion positively influence the consumption behavior of recycled fashion items. · H2: Concern for the environment positively influences the consumption behavior of recycled fashion items. · H3: Perceived behavioral control regarding recycled fashion positively influences the consumption behavior of recycled fashion items. · H4: Attitudes toward recycled fashion positively influence the consumption behavior of recycled fashion items. · H5: Product availability positively influences the consumption behavior of recycled fashion items. · H6: Product characteristics positively influence the consumption behavior of recycled fashion items. This thesis provides a comprehensive analysis of the purchasing behaviors of young Vietnamese consumers, offering actionable insights for brands like Levi's® to tailor their marketing strategies effectively for this demographic.
Intézmény
Budapesti Gazdasági Egyetem
Kar
Tanszék
Társadalomtudományi Módszertan Tanszék
Tudományterület/tudományág
NEM RÉSZLETEZETT
Szak
| Mű típusa: | diplomadolgozat (NEM RÉSZLETEZETT) |
|---|---|
| Kulcsszavak: | divat, fashion, fenntarthatóság, fogyasztói magatartás, hulladék újrahasznosítás, sustainability, Vietnam |
| SWORD Depositor: | User Archive |
| Felhasználói azonosító szám (ID): | User Archive |
| Rekord készítés dátuma: | 2025. Okt. 27. 14:20 |
| Utolsó módosítás: | 2025. Okt. 27. 14:20 |
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