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This research employs the TPB and VBN frameworks to determine the main variables impacting consumers’ intention to adopt green fashion. The analysis centers on motivational drivers that encourage sustainable consumption within Vietnam’s fashion sector. By promoting the use of eco-friendly fabrics such as organic cotton, linen, and bamboo, this initiative aims to mitigate environmental pollution. Despite these benefits, public awareness of sustainable consumption in Vietnam remains limited, and governmental policies to support green practices are still insufficient. Therefore, TPB and VBN models are utilized to explore the most influential factors, including biospheric values, social media, subjective norms, attitudes, awareness of consequences, perceived behavioral control, personal norms, and ascription of responsibility.. The findings indicate that ATGC exerts the strongest impact on consumers’ green purchasing intention. Overall, the study’s findings hold considerable relevance for fashion enterprises in shaping strategies that align with the growing emphasis on sustainability.
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