Apply Theory of Reasoned Action and Theory of Planned Behavior Frameworks in Research on Consumer Behavioral Intentions towards Local Fashion Brands in Vietnam

Abstract

This study examines the factors influencing the purchase intention of local fashion brands in Vietnam. The research aims to identify the key determinants of consumers' intention to buy products from local fashion labels. The study proposes a conceptual model based on the Theory of Reasoned Action (TRA) and the Theory of Planned Behavior (TPB) to investigate the impact of attitude, subjective norm and perceived behavioral control on purchase intention. A quantitative research method was employed to survey consumers. The findings are expected to provide useful insights for local fashion brands to develop effective marketing strategies and enhance their competitiveness in the market. The model of this study may also contribute to the existing literature on consumer behavior in the Vietnamese fashion industry.