The significant increase in fashion waste is indicative of consumers’ dearth of environmental consciousness. This investigation examined the impact of green innovation on green purchase intention by examining three meditation dimensions: customer trust, customer attitude, and green perceived value. The questionnaire survey employed in this study was derived from other reputable, related surveys. The data was arbitrarily collected from approximately 434 responses in Ho Chi Minh City, Vietnam. Subsequently, it was computed using the G*Power appliance and the partial least square structural equation modeling (PLS-SEM) appliance. The demonstration within this study demonstrates that customer trust, attitude, and perceived green value are entirely influenced by product green innovation. Conversely, customer trust is the sole factor that influences green technology innovation, which has a detrimental effect on customer attitude and perceived value. The practical values suggested that the meditation variables of green innovation are entirely positive factors that influence consumers’ intentions to make green purchases. These findings demonstrate the importance of these dimensions in shaping green purchasing intention, as well as the distinct impacts of technology and product innovation on consumer trust, attitudes, and perceived value. Furthermore, fashion brands and businesses will acquire a comprehensive understanding of how to sell to the community in a sustainable manner and will be able to devise innovative strategies for the fashion industry as a result of their research on this subject.
Keywords: fashion brand; green innovation; customer trust; customer attitude; green perceived value.
