Eco-friendly fashion among generation Z: Mixed-methods study on price value image, customer fulfillment, and pro-environmental behavior

• Khoa Tran,

  Roles Conceptualization, Data curation, Formal analysis, Methodology, Project administration, Supervision, Validation, Visualization, Writing – original draft, Writing – review & editing

  Affiliation Youth Lab for Social Innovation, Ho Chi Minh City, Vietnam

  https://orcid.org/0000-0001-8000-1027

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• Tuyet Nguyen ,

  Roles Conceptualization, Data curation, Formal analysis, Project administration, Validation, Visualization, Writing – original draft, Writing – review & editing

  * E-mail: tuyet.nguyen@uni.minerva.edu

  Affiliations Youth Lab for Social Innovation, Ho Chi Minh City, Vietnam, Department of Business, Minerva University, San Francisco, California, United States of America

  https://orcid.org/0000-0001-7308-3677

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• Yen Tran,

  Roles Conceptualization, Data curation, Formal analysis, Investigation, Validation, Visualization, Writing – original draft

  Affiliation Youth Lab for Social Innovation, Ho Chi Minh City, Vietnam

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• Anh Nguyen,

  Roles Data curation, Formal analysis, Investigation, Validation, Visualization, Writing – original draft

  Affiliation Youth Lab for Social Innovation, Ho Chi Minh City, Vietnam

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• Khang Luu,

  Roles Data curation, Formal analysis, Investigation, Validation, Visualization, Writing – original draft

  Affiliation Youth Lab for Social Innovation, Ho Chi Minh City, Vietnam

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• Y. Nguyen

  Roles Data curation, Formal analysis, Investigation, Validation, Visualization, Writing – original draft

  Affiliation Youth Lab for Social Innovation, Ho Chi Minh City, Vietnam

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