COVID-19 and the digital shift of sustainable fashion consumption

This study focuses on the evolving dynamics of sustainable fashion consumption among young consumers in Hanoi during and after the COVID-19 pandemic, drawing on an integrated framework combining the Extended Theory of Planned Behavior and Self-Determination Theory. Through a large-scale survey (N = 1191) and PLS-SEM approach, it explores how e-marketing strategies - such as electronic Word of Mouth (eWOM), content marketing, and social media influencers - alongside psychological barriers like Fear of Missing Out (FoMO), Fear of Better Options (FoBO), and Fear of Doing Anything (FoDA), influence purchase intention and brand e-loyalty. The findings reveal that content marketing and influencers consistently drive purchase intentions, paralleled by the positive impulse of FoMO. In contrast, FoBO persistently hinders decision-making, while FoDA exhibits a critical reversal from a negative barrier during the crisis to a positive predictor in the post-pandemic period. Furthermore, perceived value significantly strengthens the intention-loyalty relationship, whereas e-service quality showed no moderating effect. From these findings, the study suggests that overcoming decision paralysis in the post-pandemic era requires a strategic pivot toward value-driven transparency, offering actionable pathways for brands to convert latent interest into loyal, sustainable consumption.