Factors Influencing Changing Consumption Patterns in Emerging Urban Markets: A Study of Youth Intentions Toward Luxury and General Secondhand Fashion Products

This study examines the socio-economic and behavioral factors influencing sustainable consumption through secondhand clothing purchases among young consumers in Hanoi, Vietnam. By addressing the changing consumption patterns, this research contributes to understanding how youth behavior supports the transition toward sustainability in emerging urban markets. This research integrates the Theory of Planned Behavior (TPB) with additional constructs such as perceived economic benefits, environmental concern, perceived risk, shopping experience, and gender differences to provide an integrated socio-economic framework. Data were collected through a structured questionnaire administered to university students and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). Results indicate that perceived economic benefits and subjective norms are the strongest predictors of purchase intention across both general and luxury secondhand fashion segments, emphasizing affordability and social acceptance. Environmental concern and attitude also positively influence general secondhand purchase intentions, while perceived behavioral control notably impacts luxury secondhand purchases. Contrary to prior studies, perceived risk was found to be insignificant, and male consumers exhibited a higher engagement rate than females in this context. These findings underscore the complex interplay of economic, social, and environmental dimensions shaping sustainable fashion consumption among youth. This study suggests targeted marketing and policy strategies to promote sustainable consumption and supports the expansion of circular economy practices in emerging urban markets. Limitations related to sample scope and self-reported data warrant further research to generalize the findings and explore additional moderating variables.