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This study investigated the applicability (generalizability) of utilizing a partial least squares (PLS) model previously posed to predict consumer purchase intention (PI) of recycled plastics-sourced apparel in a developed economy to predict PI in an emerging economy. To explore the original model’s generalizability, 495 Vietnam residents were surveyed via social media platforms (SMPs). Using partial least squares structural equation modeling (PLS-SEM) path analysis, it was found that three factors significantly affect PI (quality, sustainability, safety), albeit not the same organization of factors found to be significant in the original model. Thus, it is argued that consumer PI in emerging economies may not be entirely congruent with that of developing economies. As prior research of consumer PI of apparel made from recycled poly(ethylene terephthalate) (rPET) bottle fibers in emerging economies is limited, the results of this study, in support of open innovation, provide practical suggestions for marketers and a starting point for future investigations and discussions. The paper also discusses the findings’ relevancy to other contexts and poses suggestions for further study.

Exploring Consumers’ Purchase Intention of rPET Bottle-Based Apparel in an Emerging Economy