THE IMPACT OF CONSPICUOUS CONSUMPTION ON WORD-OF-MOUTH MARKETING FOR ENVIRONMENTALLY SUSTAINABLE FASHION BRANDS: INSIGHTS FROM VIETNAMESE CONSUMERS

This study explores how different forms of conspicuous consumption, specifically the desire to follow visible fashion trends and the intention to signal social or environmental awareness, could shape consumers’ willingness to engage in word-of-mouth (WOM) advocacy for environmentally sustainable fashion brands in Vietnamese market. Environmental beliefs and environmental norms are also examined to understand how value-driven factors interact with socially expressive motives. A quantitative survey of 240 Vietnamese respondents was analyzed using PLS-SEM. The findings suggest that environmental beliefs, trend-related conspicuousness, and social-awaken signaling all play meaningful roles in predicting WOM intentions, whereas environmental norms show no significant direct effect. Furthermore, the findings show considerable variation in consumer behavior, with customers displaying varying levels of involvement in sustainable fashion advocacy. The results provide new insights for both academics and corporations into how both ecological considerations and social expression jointly influence communication about sustainable fashion in an emerging market.