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The Determinants of Entrepreneurial Intentions in Local Brand Fashion: A Perspective from Vietnamese Youth.

The Determinants of Entrepreneurial Inentions in Local Brand Fashion: A Perspective from Vietnamese Youth.

융합경영연구 / The Journal of Economics, Marketing and Management, (E)2288-7709
2024, v.12 no.2, pp.19-26
https://doi.org/10.2048/jemm.2024.12.2.19
Cuong NGUYEN (Industrial University of Ho Chi Minh City)
Tien HUYNH (HELP University)
Khanh HA (Viet Nam College of Industry and Commerce)
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Abstract

In recent years, entrepreneurship has become a significant movement in Vietnam. Vietnamese youth has paid more attention on entrepreneurship. Local brand fashion is currently booming in Vietnam. Many young Vietnamese choose to start up in local brand fashion. Vietnamese government has show strong commitment to support entrepreneurial movement among young people. Purpose: The research focused on assessing the determinants of entrepreneurial intentions in local brands fashion in Vietnam. Research design, data and methodology: The sample size consist of 293 young Vietnamese who are passionate on starting up their business in fashion. The research method employ Exploratory Factor Analysis (EFA) and SPSS software is used to analysze the collected data. Data collection involved a mixed-methods approach, combining surveys and case studies. Results: The research findings confirm the determinants of entrepreneurial intentions in local brand fashions are Attitude towards behavior, Subjective norms, Cognitive behavioral control, Entrepreneurship education, and Capital. Conclusion: The study not only delved into the influencing elements for starting a business but also examined the current landscape of the youth-oriented local fashion brand market. Managerial implications are provided to promote entrepreneurial intention among young Vietnamese in fashion industry. Limitations and further research are also discussed to provide recommended research directions for future studies.

keywords
Entrepreneurial Intentions, Entrepreneurship, Start-up, Local Brand Fashion, Vietnamese Youth.

융합경영연구