Analyzing the determinants of Gen Z's purchasing intention for green consumer products: a case study at the International school - Vietnam National university

Tóm tắt

The exponential growth of the economy presents firms with both advantageous prospects and formidable obstacles. To achieve sustainable development, companies must meet customer needs while minimizing environmental impact. Promoting green consumption is crucial globally, including in Vietnam, where 80% of consumers are willing to pay more for eco-friendly practices like reducing plastic use and supporting green brands.
 The study aims to examine the determinants influencing the inclination of young Gen Z consumers to engage in environmentally friendly purchasing. Specifically, it focuses on the case of students from the International School - Vietnam National University and their attitudes towards creative design and sustainable consumption in the Vietnamese market. This study examines the impact of four elements, namely Environmental Responsible, Subject Norms, Awareness of Consequences, and Social Media, on the green buying behaviour of the younger generation. Specifically, social media (SM) is more supplementary than earlier research, making it appropriate and significantly
 impacting the desire to make a purchase. An analysis was conducted using a sample size of 252 students. The data was analysed using the Statistic Package for Social Science (SPSS) software version 29 and Partial Least Square (Smart PLS) version 4.0. The results show that there is a big difference between male and female green
 purchase intentions. In particular, male tend to want to buy environmentally friendly products more than female. The remaining criteria such as income, year, location have no notable differences. Through examination of primary data, several factors were identified as contributing to purchase intention. Research results show that media has the most significant impact on young people's purchasing intentions for environmentally friendly products today. Next is the influence of attitude towards the green products as an intermediary factor promoting research and intention to purchase green products. Other conditions: responsibility for the environment, awareness of the
 consequences of toxic products on the environment, and compliance with subject norms by consumers are conditions that are considered quite important and have important factors. weaker impact on green purchase intention. This study offers valuable contributions to address the shortcomings of prior research and offers practical ideas for promoting sustainable consumption.