Effect of new generation Ftas onsustainable product innovation : empirical evidence fromvietnamese listed textile firms

Nguyen Dac Thanh

Thuongmai University

Nguyễn Thị Hồng Nga

Hanoi University of Industry, Hanoi, Vietnam

Nguyen Thi Xuan Phuong

Thuongmai University

Introduction: The covid-19 pandemic has significantly changed consumption habits, with by cutting unnecessary spending on fashion products, and focusing on sustainable products. Therefore, greener textile innovation is currently a rapidly growing trend, bringing new sales and flexible production capabilities. The article presents impact of new generation FTA like EVFTA, CPTPP on sustainable textile product innovation.

Problem: Greener production is dominant in several export industries. After the Covid-19 pandemic shifting from fast fashion to sustainable fashion is more and more changing.

Objective: The aim of this study is to examine impact directly as well as indirectly the relationship between FTA expectation on SPIC via 2 mediating variable such as environmental regulation and CEO’s perception.

Methodology: The study is exploratory research, it was modeled using PLS-SEM to test the relationships in the model.

Results: Both Environment Regulation and CEO's perception play an important role as partial mediation in the relationship between FTA expectation and sustainable product innovation capability.

Conclusion: This project seeks to generate a change in the behavior of the use towards efficiency and modification of user practices to favor the sustainability standard of the textile and garment firm.

Originality: Through this research, integrated and sustainable textile and garment management strategies are formulated for green marketing strategies in Vietnam.

Limitations: The lack of information provided by the municipality and access to the sampling points.

Keywords: CEO perception, FTA expectation, environmental regulation, sustainable product innovation capability
Published
2023-04-20
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How to Cite

[1]
N. D. . Thanh, . N. T. . Hồng Nga, and N. T. Xuan Phuong, “Effect of new generation Ftas onsustainable product innovation: empirical evidence fromvietnamese listed textile firms”, ing. Solidar, vol. 19, no. 1, pp. 1–24, Apr. 2023, doi: 10.16925/2357-6014.2023.01.10.
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