earticle

영어

While previous studies have primarily focused on the function and present identity of upcycled products, this study explores how the past identity of upcycled fashion items influences Vietnamese consumers' purchase intentions. It specifically examines the role of emotional connections, including nostalgia, uniqueness, novelty, and perceived risk, as key mediators in this relationship. Moreover, the study investigates the moderating effect of disgust sensitivity, which may either strengthen or weaken emotional responses when a product’s history is emphasized. Upcycled fashion products which are created by transforming discarded or waste materials into new, higher-value items, and they can offer a promising path toward sustainable production and consumption. These products not only extend product lifecycles and reduce environmental impact but also provide brands with compelling storytelling opportunities rooted in their unique pasts. In the context of an emerging market like Vietnam, a quantitative surveywill be conducted to assess how emphasizing a product's history can enhance emotional engagement and drive purchase decisions. The research is expected to offer valuable insights into consumer psychology, sustainable branding, and the strategic use of emotional narratives in green marketing. Ultimately, the findings aim to help fashion brands craft more effective marketing strategiesthat align with circular economy principles, build consumer trust, and foster stronger emotional connectionswith environmentally conscious consumers.