Creating a Green Start-up Business Plan for a Sustainable Fashion Retail Business in Vietnam

Fast fashion has caused several catastrophes in the world, thus sustainable fashion has become an innovative solution. However, there are still different obstacles when it comes to the fashion business reaching consumers. Meanwhile, green marketing aims to satisfy consumers ‘needs without causing harm to the environment. The aim of this thesis is to identify the influence of green marketing on consumer behavior towards sustainable fashion, and then to suggest a basis business plan for a fashion start-up. The important ideas in this thesis are illustrated in three main parts: the theoretical framework, methodology and the results. The first section analyses all necessary theories related to sustainable fashion, green marketing, consumer behaviors, the fashion retail business and a business plan. Next, the author uses relevant theory to build a business plan for a fashion start-up. Particularly, this business plan includes: a business description, pricing, market analysis, marketing strategy and finance strategy. The author also takes the advantage of SWOT analysis to explore the market which helps plan a basis business more realistically. The data is collected by an online survey, books, and other literature. The author uses quantitative and qualitative methods to support the idea of the thesis. Quantitative method plays an important part in analyzing the consumers’ opinions, while a qualitative method acts as a means to explain all the theoretical information. As a result, a basic business plan has been built and recommendations are included to help a start-up business solve existing challenges. This study can also be used by fashion start-up businesses as suggested materials for their plans