| dc.description.abstract | This work examines the effect that perceived value, perceived risk, and
perceived consumer effectiveness have on consumers’ attitudes about clothing made of
plastic waste-based textiles and purchase intention toward this new circular fashion
product. Moreover, in this study, there is an analysis of the effect of generativity on the
link between consumers’ attitude and their intention to buy the product as a moderating
factor. The whole research is based on three theoretical backgrounds: the Consumption
Values Theory, the Perceived Risk Theory, and the Basic Human Values Theory. A
questionnaire-based survey was designed to gather data from 440 respondents for this
study, using a convenience sampling technique. Gen Z consumers along the country of
Vietnam is the target respondents. The findings revealed that perceived value and
perceived consumer effectiveness are positively associated with product attitude while
perceived risk generates a reverse effect. In addition, product attitude plays a key
influential factor on consumer purchase intention. However, the power of product
attitude to influence consumption intention can be moderated by the generativity factor,
which weakens the positive association between product attitude and purchase
intention. This research is the first to examine generativity as moderator to shed light
on the effect of inner mental motivations on purchase intention relationships. The
findings of this study contribute to a good understanding of the elements that influence
the purchase intention of garments created from plastic waste-based textiles, as well as
the role that generativity as a moderator may perform in the circular fashion industry.
This study is expected to contribute to green marketing knowledge and help fashion
firms and marketers understand what customers desire in the circular fashion market. | en_US |
