Factors affecting the purchase decision on fast fashion clothes from Vietnam : A case study of Generation Z consumers in Chonburi Province

Abstract

The purpose of this research is to study factors affecting the decision to purchase fast fashion clothing from Vietnam, including fast fashion factors. Country of origin image factors Value perception factor and social influence factors that affect the decision to purchase fast fashion clothing in order to benefit the business of importing fast fashion clothing from Vietnam and serve as a guideline in decision making for interested entrepreneurs. Fast fashion clothing from Vietnam Because fast fashion clothing trends are popular for a short period of time, consumers are constantly up to date with fashion trends. Fashionable clothing from Vietnam is considered to be a current trend. This research is a quantitative research. Data were collected from a sample group in Chonburi Province. Through an online questionnaire, 400 people included a sample group of Generation C in Chonburi Province. Using a non-probability sampling method. by convenience sampling method and then take the data for statistical analysis with a packaged program (SPSS) by a statistical significance of 0.01.