Title: Sustainable business model for Northwest ethnic textile products in Vietnam: Balancing cultural preservation and commercialization under the lens of innovation and cultural value theory
Authors: Quan Nguyen Van Vy Vo Nguyen An
Volume: 9
Issue: 9
Pages: 30-44
Publication Date: 2025/09/28
Abstract:
In the context of increasing global interest in sustainable development in business, traditional industries in countries such as textile products of ethnic minorities in Vietnam need to be shaped in a way that combines cultural preservation and economic development. However, this industry is still facing the risk of extinction due to lack of generational inheritance, competition from industrial products, and limited market access. The study was conducted to explore how values ??can promote sustainable entrepreneurial intention and behavior towards building a sustainable business model for the ethnic textile industry in Vietnam. The study was conducted based on an integration of innovation and cultural value theories and the quantitative research method to collect data from 319 small businesses in the field. The findings reveal the mediating role of sustainable entrepreneurial intention in the relationships of cultural value perception, market knowledge, attitude toward entrepreneurship, perceived behavioral control and sustainable entrepreneurial behavior, while community and policy support, and subjective norm do not show an indirect effect on the behavior. The study provides many important practical implications for businesses, policy makers and local communities in developing the ethnic traditional textile industry in Vietnam. Accordingly, businesses need to combine indigenous cultural values ??with innovation to create sustainable competitive advantages, while support policies need to focus on intellectual property protection, fair trade and digital skills training. The "Co-creation for Culture" model is proposed as a sustainable direction, connecting communities, designers and digital platforms to develop Northwest textile products suitable for modern markets.