The impact of green consumerism and environmental attitudes on cross-border online fashion purchase intention among Generation Z in Can Tho City

Abstract

The extent to which green consumerism and environmental attitudes affect Generation Z's intentions to purchase fashion products through cross-border e-commerce platforms in Can Tho City. Based on the research findings, the study also proposes managerial implications for cross-border fashion retailers as well as policy recommendations for policymakers in promoting sustainable commerce development.