No. 3 (2024)
Essays

Transforming circular fashion in Vietnam: The role of pre-owned markets in sustainable consumption

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  • Hong Lan Lam,
  • Donna Cleveland
Hong Lan Lam
RMIT International University
Donna Cleveland
RMIT International University
DOI: https://doi.org/10.36253/fh-2738

Published 30-06-2024

Keywords

  • Vietnam e-community,
  • circular consumption,
  • digital transformation,
  • pre-owned fashion,
  • sustainable consumerism

How to Cite

Lam, H. L., & Cleveland, D. (2024). Transforming circular fashion in Vietnam: The role of pre-owned markets in sustainable consumption . Fashion Highlight, (3), 90–101. https://doi.org/10.36253/fh-2738

Copyright (c) 2024 Hong Lan Lam, Donna Cleveland

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Abstract

 This paper highlights the transformation of pre-owned fashion into sustainable consumption in Vietnam. It contrasts generational perceptions: older consumers often view pre-owned fashion negatively as reminiscent of overseas charity donations, while younger consumers value these items for their uniqueness, affordability, and as symbols of ‘eco-awareness’, based on observations of local media, two prominent pre-owned fashion platforms, and an online survey of young Vietnamese consumers. The study reveals that online media endorsements by celebrities and the role of social commerce, serving both as a selling platform and e-community, are key factors in transforming pre-owned fashion into sustainable consumption among young Vietnamese consumers. This research enhances the limited English-language literature on Vietnam’s pre-owned fashion industry, illustrating how e-communities can transform responsible consumption among young Vietnamese consumers.

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