Generation Z willingness to pay for sustainable apparel: The influence of labelling for origin and eco-friendly material

The purpose of this study is to identify the willingness to pay (WTP) and trade-offthat Vietnamese generation Z consumers could make when purchasing eco-friendly apparel. This research uses the Discrete Choice Experiment methodology to measure consumers' WTP and how consumers trade off among different attributes, including eco-friendly, origin, manufacturing technology, and materials.