INFORMATION ABOUT THE MASTER'S THESIS
1. Student's full name:Tran Dai Quang Anh
2. Gender: Male
3. Date of birth: 24/04/2001
4. Place of birth:Hanoi
5. Decision to recognize student number:5626/QD-XHNVDay 29 month12 year2023 by the Rector of the University of Social Sciences and Humanities, Vietnam National University, Hanoi.
6. Changes in the training process:Extension of study period according to Decision No. 9028/QD-XHNV dated December 23, 2025, of the Rector of the University of Social Sciences and Humanities, Vietnam National University, Hanoi.
7. Thesis Title:Consumer behavior regarding domestic branded clothing among Generation Z youth in Hanoi.
8. Major:SociologyCode:8310301
9. Scientific supervisor:Dr. Dao Thuy Hang
10. Summary of the thesis results:
The thesis "Consumer Behavior of Generation Z in Hanoi Regarding Domestic Branded Clothing" clarifies the current state of consumption and some factors related to the consumption behavior of Generation Z in Hanoi regarding domestic branded clothing. Based on a sociological approach to consumption, the thesis views consumer behavior not only as a buying and selling activity, but also as a social practice linked to tastes, personal identity, group relationships, and the digital media environment.
The research results show that domestic branded clothing products have a relatively strong presence in the fashion consumption habits of the surveyed group. Gen Z's consumer behavior is expressed in many dimensions, such as brand awareness, selection criteria, purpose of use, frequency of purchase, spending level, shopping channels, satisfaction level, intention to continue purchasing, and willingness to recommend products to others. Regarding access sources, Gen Z learns about domestic branded clothing products through various channels, including friends, social media, influencers, advertising, community reviews, and e-commerce platforms. In terms of selection criteria, young consumers are concerned with quality, price, material, style, suitability to personal style, and brand trustworthiness. This indicates that domestic branded clothing products are evaluated simultaneously on aspects of functionality, aesthetics, and symbolic value. The results also show that Gen Z's shopping behavior is multi-channel, combining brick-and-mortar stores, e-commerce platforms, TikTok Shop/livestream, and social media platforms. After purchasing, the majority of consumers tend to give positive reviews and intend to continue buying domestic branded clothing. However, concerns remain regarding quality, product information, sizing, returns, and the reliability of the sales channels.
Regarding factors related to consumer behavior, the thesis identifies three main groups of factors: individual consumer factors; factors related to domestic products and brands; and social and digital media factors. Several tests show that these factors have a certain correlation with purchase frequency, quantity purchased, usual price paid, satisfaction level, intention to continue purchasing, or willingness to recommend. However, these results are interpreted as contributing to explaining consumer behavior, not as independent determining factors.
Overall, Gen Z's consumption of domestically branded clothing in Hanoi is both practical and symbolic, reflecting social values. Young consumers not only consider price, quality, and convenience, but also care about personal style, brand trust, influence from reference groups, and the values associated with Vietnamese products.
11. Practical applications:
The research findings can provide a reference point for domestic apparel brands in identifying the consumption characteristics of Generation Z in Hanoi. The study shows that young consumers are not only concerned with price, quality, and design, but also pay attention to personal style, brand reliability, shopping experience, online reviews, and community influence. Therefore, businesses can utilize these results to improve product design, diversify sizes/materials, ensure transparency, enhance return policies, and develop official sales channels. Furthermore, the research suggests that brand communication should focus on visual content, real-world experiences, user reviews, and the opinions of the young consumer community.
12. Future research directions:
Given the limitations of this thesis, further research could expand the scope to other urban areas to compare consumer behavior regarding domestic branded apparel among Gen Z groups in different socio-economic contexts. Additionally, research could be developed to compare domestic and international brands, or different fashion product categories such as office wear, streetwear, and sustainable fashion. Subsequent studies could also combine quantitative methods with in-depth interviews or focus groups to further clarify how young people associate meaning with brands, styles, and consumer identity. Furthermore, the role of social media, KOLs/Influencers, livestreaming, and online reviews in shaping trust, purchase intentions, and repeat purchase behavior needs to be further examined.
13. Published works related to the thesis: None
INFORMATION ON MASTER'S THESIS
1. Full name:TrtemplateDai Quang Anh2. Sex:Male
3. Date of birth: 24/04/2001 4. Place of birth: HaNoi
5. Admission decision number:5626/QD-XHNVDatedDecember 29, 2023
6. Changes in academic process:Study period extended in accordance with Decision. No. 9028/QSocial Sciences and Humanitiesdated December 23, 2025, issued by the Rector of the VNU University of Social Sciences and Humanities, Vietnam National University, Hanoi.
(List the forms of change and corresponding times)
7. Official thesis title:Consumer Behavior Toward Apparel Products of Domestic Brands Among Generation Z in Hanoi
8. Major: Sociology 9. Code:8310301
10. Supervisors: Dr.KnifeThuy Hang
11. Summary of the findings of the thesis:
The thesis"Consumer Behavior Toward Apparel Products of Domestic Brands Among Generation Z in Hanoi”examines the current patterns of consumption and several factors associated with the consumption behavior of domestic-branded apparel products among Generation Z in Hanoi. Drawing on a sociological approach to consumption, the thesis views consumption not merely as an act of buying and selling, but also as a social practice associated with taste, personal identity, group relations, and the digital media environment.
The findings show that domestic-branded apparel products have gained a relatively visible presence in the fashion consumption practices of the survey group. Gen Z's consumption behavior is reflected in various dimensions, including sources of brand awareness, product selection criteria, purposes of use, purchase frequency, spending levels, shopping channels, satisfaction, intention to repurchase, and willingness to recommend products to others. Regarding sources of access, Gen Z becomes aware of domestic-branded apparel products through multiple channels, including friends, social media, influencers, advertising, review communities, and e-commerce platforms. In terms of selection criteria, young consumers pay attention to quality, price, material, design, compatibility with personal style, and brand reliability. This indicates that domestic-branded apparel products are evaluated in terms of functionality, aesthetics, and symbolic value.
The results also show that Gen Z's shopping behavior is multi-channel, combining physical stores, e-commerce platforms, TikTok Shop/livestreaming, and social media platforms. After purchase, most consumers who have used domestic-branded apparel products tend to evaluate them positively and express an intention to continue purchasing them. However, some concerns remain regarding product quality, product information, sizing, return policies, and the reliability of sales channels.
Regarding factors associated with consumption behavior, the thesis identifies three main groups: individual consumer-related factors; product- and domestic brand-related factors; and social and digital media-related factors. Several statistical tests suggest that these factors are associated, to a certain extent, with purchase frequency, number of products purchased, usual spending level, satisfaction, intention to repurchase, and willingness to recommend. However, these findings are interpreted as contributing to the explanation of consumption behavior, rather than as evidence of independent determining factors.
Overall, the consumption of domestic-branded apparel products among Gen Z in Hanoi is both practical and symbolic-social in nature. Young consumers consider not only price, quality, and convenience, but also personal style, brand trust, peer-group influence, and values associated with Vietnamese products.
12. Practical applicability, if any:
The research findings may provide a useful reference for domestic apparel brands in identifying the consumption characteristics of Generation Z in Hanoi. The study shows that young consumers are concerned not only with price, quality, and design, but also with personal style, brand reliability, shopping experience, online reviews, and community influence. Therefore, businesses may use these findings to improve product design, diversify sizes and materials, increase information transparency, enhance return policies, and develop official sales channels. In addition, the findings suggest that brand communication should place greater emphasis on visual content, real user experiences, customer reviews, and youth consumer communities, rather than relying solely on one-way advertising.
13. Further research directions, if any:
Given the limitations of this thesis, future studies may expand the survey scope to other urban areas in order to compare the consumption behavior of domestic-branded apparel products among Gen Z groups in different socio-economic contexts. Further research may also compare domestic brands and international brands, or examine different fashion product categories such as office wear, streetwear, and sustainable fashion. Future studies could combine quantitative methods with in-depth interviews or focus group discussions to better understand how young consumers attach meaning to brands, style, and consumer identity. In addition, further statistical testing is needed to examine the roles of social media, KOLs/influencers, livestreaming, and online reviews in shaping trust, purchase intention, and repeat purchase behavior.
14. Thesis-related publications: None
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