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Reshaping electronic word-of-mouth and commitment to second-hand high-end fashion with blockchain-enabled sustainability information: Comparing Vietnam and France

Author

Listed:
  • Nguyen, Khoi Minh
  • Nguyen, Van Anh
  • Nguyen, Chau Ho Diem
  • Huynh, Trang Thao
  • Dung, Tran Phuong
  • Quach, An
  • Nguyen, Ngan Thanh

Abstract

This study investigates how blockchain-enabled sustainability information factors enhance consumer-related outcomes in the second-hand high-end fashion market, including blockchain-enabled electronic word-of-mouth (BE-EWOM), customer trust (CT), perceived sustainability value (PSV), purchase intention (PI), and relationship commitment (RC). An online survey collected 465 valid responses from France and Vietnam, analyzed using PLS-SEM in SmartPLS 4. The findings indicate that the immutability of blockchain-enabled sustainability information (BES-II) and the transparency of certification information (BES-CIT) significantly enhance CT and PSV in both markets. Moreover, blockchain-enabled sustainability contribution comparison information clarity (BES-CCIC) positively impacts BE-EWOM, CT, and PSV. This effect is particularly evident in Vietnam, where it further fosters consumer commitment and trust. While BE-EWOM and PSV strongly influence consumer behavior in Vietnam, CT and RC are more critical in France. Conceptually, this study extends Affordance Theory and Trust-Commitment Theory within the context of blockchain-enabled sustainability. These findings provide practical recommendations for enterprises, regulators, and stakeholders who advocate Sustainable Development Goals (SDGs) at the intersection of emerging technology and the fashion industry. This study represents the first cross-national attempt to explain how such information shapes consumer choices in the second-hand high-end fashion sector.

Suggested Citation

  • Nguyen, Khoi Minh & Nguyen, Van Anh & Nguyen, Chau Ho Diem & Huynh, Trang Thao & Dung, Tran Phuong & Quach, An & Nguyen, Ngan Thanh, 2026. "Reshaping electronic word-of-mouth and commitment to second-hand high-end fashion with blockchain-enabled sustainability information: Comparing Vietnam and France," Journal of Retailing and Consumer Services, Elsevier, vol. 92(C).
    • Handle: RePEc:eee:joreco:v:92:y:2026:i:c:s0969698926000883
    DOI: 10.1016/j.jretconser.2026.104808
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