Since one's thoughts or feelings about choosing to buy environmentally friendly attitude towards green products or purchase in the environmental consumer study, and the impact of such sp
INTRODUCTION
Overview
The rise of green consumer goods has gained significant traction in developed countries, driven by increased personal income and evolving consumption habits, with a notable shift also occurring in developing nations like Vietnam Consumers are becoming more environmentally conscious, leading to a growing interest in sustainable shopping behaviors Environmentalists advocate for green consumption as a vital strategy to combat severe global environmental changes, suggesting that the demand for eco-friendly products is poised to surge in the coming years Vietnam is actively launching campaigns focused on sustainable production and consumption, highlighting the importance of green products through initiatives such as the Eco-labelling scheme and energy-saving labels Additionally, various legal frameworks and international agreements have been established to address environmental pollution and promote cleaner production practices By investing in research and development of green energy sources, we can mitigate the impact of hazardous pollutants and ensure the responsible use of natural resources, paving the way for a sustainable future for the next generation.
Ho Chi Minh City has run eight successful green consumption initiatives from
From 2010 to 2017, over 70,000 volunteers participated in a campaign that encouraged more than four million individuals to commit to consuming environmentally friendly products During this period, environmental awareness increased by over 40%, with some instances reaching up to 60% Notably, grocery chains like Coopmart were involved, highlighting the campaign's significant societal impact These initiatives not only inspired volunteers to contribute but also motivated businesses to enhance their compliance with environmental protection laws Ultimately, these efforts aim to improve the living environment and support sustainable development goals for the future, as noted by the Office of Sustainable Production and Consumption at the Ministry of Industry and Trade.
Many businesses are increasingly investing in advanced equipment that meets international standards and adheres to green manufacturing practices This strategic focus not only enhances product market share but also keeps companies aligned with current trends and responsive to the evolving preferences of modern consumers.
In recent years, marketing research has increasingly focused on environmental issues and sustainable consumer behavior, particularly among scholars and practitioners (Abdulrazak and Quoquab, 2018; Narula and Desore, 2016) However, there is a notable gap in studies examining the environmental concerns of young consumers in emerging countries, particularly in Asia (Adnan et al., 2017) Additionally, existing research presents inconsistent findings regarding the factors influencing green buying behavior, highlighting the need for further exploration of the impact of material values in this context (Nguyen et al., 2017; Segev et al., 2015; Strizhakova and Coulter).
In recent studies, green consumption—often referred to as eco-conscious, environmentally friendly, or socially responsible consumption—has been explored to gain a deeper understanding of young consumers' green purchase behavior in Vietnam Researchers have focused on various determinants, including rational, normative, emotional, and self-identity factors, to provide a comprehensive analysis of this emerging market.
Green consumption encompasses various behaviors, particularly focusing on green purchasing, which involves buying products that have a minimal environmental impact and are less harmful to human health These green products are often made from recycled materials, prioritize resource conservation, and can be recycled themselves While definitions of green products vary, they generally include items that do not pollute the earth, utilize recyclable materials, reduce waste, and minimize energy and water consumption Essentially, green products aim to decrease packaging, limit the use of hazardous substances, and incorporate recycling methods to mitigate their environmental footprint.
Young consumers are increasingly focused on the origins of products, from fresh vegetables to automobiles, according to Sheryl Connelly, Director of Global Consumer Trends Research at Ford They are aware of their personal responsibility to tackle significant societal challenges, especially when it comes to their spending choices To maintain a competitive edge in the market, businesses must evolve to meet the demands of today’s conscientious consumers.
Everyday behaviors, often taken for granted, significantly contribute to the unexpected consequences of climate change, environmental pollution, and the depletion of natural resources As technology advances, life becomes increasingly convenient for individuals, yet this convenience comes at a cost to Mother Nature, which suffers from heightened pollution and damage The rising use of non-biodegradable plastics, such as plastic bags, exacerbates environmental degradation as natural resources continue to dwindle.
Surveys from Nielsen Vietnam reveal that around 80% of Vietnamese consumers are willing to pay a premium for environmentally friendly products The presence of "green" and "clean" labels has become significant, as product quality is now assessed not just by durability but also by its safety for health and its environmental impact Consumers increasingly prioritize sustainability and environmental protection in their purchasing decisions.
Today's consumers increasingly prefer clean and eco-friendly products that promote environmental protection and social consciousness In Vietnam, there is a growing concern among consumers about the importance of high-quality, hygienic, and safe products for their health To explore the factors influencing the green shopping behavior of Gen Z in Ho Chi Minh City, we conducted research focusing on their perceptions This study aims to uncover the key elements that affect the purchasing decisions of young consumers regarding green products.
Research Objectives
The general objective of this paper is finding which factors affect purchasing intentions and behavior towards green products of Gen z consumers.
The group conducted this study with the following three goals in mind:
The first, to identify the effect of knowledge, Environmental Consciousness, social responsibility, and attitude on Gen z consumers’ green purchase intentions.
Second, to measure the impact of these factors on Gen z consumer's purchase intention.
Marketing managers and businesses should consider adapting their strategies to align with evolving consumer preferences and trends in green product consumption This includes upgrading their offerings to meet the demands of eco-conscious consumers Additionally, the insights provided can assist government organizations in formulating policies that promote sustainable consumption and protect the environment, particularly among younger demographics.
Research Questions
From the research objectives, our research questions are:
Which factors aff ect the purchase decision of green products of Generation z? What are recommendations to administrators and politicians?
1.4 Subject and Scope of research
The elements listed below that influence the target group's consumers' decisions to buy green products are the focus of the project’s study.
This study targets young individuals from Generation Z (born between 1997 and 2012) residing in Ho Chi Minh City, who have shown an interest in eco-friendly products and have previously made green purchases Ho Chi Minh City, selected as the research site, is Vietnam's largest city with over 9 million residents and a strong economy, making it vital for the nation's socio-economic development The research team anticipates that findings from this location will reflect broader trends across Vietnam due to its rich resources and dynamic environment.
The authors enhance the completeness of their model by synthesizing and analyzing data from previous studies, while also engaging a focus group of five members to refine the factors influencing Generation Z's decision to purchase green products Key data collected includes variables such as gender, age, and income.
A study was conducted to identify the factors influencing Gen Z's decision to purchase green products in Ho Chi Minh City, involving 267 respondents The research aimed to validate the scale's reliability and assess various research models and hypotheses Additionally, the study examined differences in shopping behavior based on demographics, including gender, income, and age.
The study utilized Cronbach's Alpha test and multivariate regression analysis to assess the reliability of the scale and to eliminate unsatisfactory variables This analysis was conducted using SmartPLS 4 software, while ANOVA testing was performed with SPSS 20 software.
This study discussed the theoretical and practical value of generation Z’s decision to purchase green products The consumption of green products is a practical action to protect the environment and health.
The increasing trend of green living highlights the importance of researching Generation Z's buying behavior towards green products Understanding the preferences of young consumers can provide valuable insights for green brands, enabling them to effectively target and connect with this environmentally conscious demographic.
In Chapter 1, we will present an overview of our study, transitioning from general concepts to specific details We will define the scope and identify the key objects of our research, ultimately concluding with the implications of our findings.
In Chapter 2, we concentrate on the concepts of framework and review concerning the previous research.
In Chapter 3, we will outline the comprehensive process from data collection to the presentation of research results This chapter will detail each research step and establish scales for the essential elements, standards, and requirements that will serve as the foundation for our analysis and conclusions.
This chapter will present the analysis, scale verification, and our conclusion.
This chapter will explore the implications of the research in depth, highlighting key findings and their significance Additionally, we will discuss policy recommendations for government action and propose avenues for future research Lastly, we will address the limitations encountered in our study.
CHAPTER 2 LITERATURE REVIEW AND HYPOTHESES DEVELOPMENT
2 LI Purchase Decision Of Gen z Consumer For Green Product
Consumers make their purchasing decisions based on their knowledge or awareness, and this knowledge influences their perceptions and behavior (Tan, 2011).
Current research on green consumer behavior primarily focuses on purchase decisions, highlighting their significance in promoting green businesses and products Studies indicate that consumers are increasingly inclined to make environmentally friendly purchasing choices and adopt sustainable consumption practices.
2011) and likely to spend more for green products (Essoussi and Linton, 2010).
Environmentally conscious consumers are influenced by two main factors: their personal understanding of environmental responsibilities and their desire for information These consumers prioritize self-interest and are willing to take action to conserve resources and minimize their ecological impact.
The others, however, are external to the consumer and relate to things like the user’s social image and the features of the product (Prashant Kumar, Bhimrao M Ghodeswar, 2015).
Environmentally conscious consumers prioritize purchasing green products, reflecting on how their personal consumption choices impact society They aim to contribute positively to the world through their buying decisions (Lai and Cheng, 2016).
Environmental knowledge plays a crucial role in driving green consumption, as highlighted by Ellen (1994) and Steg (2008) Research by Pagiaslis and Krontalis (2014) shows that understanding eco-friendly products, such as renewable energy and biofuels, influences consumers' decisions to purchase green products Additionally, a study conducted by Lee (2011) found a positive correlation between adolescents' environmental knowledge and their green product purchasing behaviors.
Environmental-related knowledge is what consumers know about the ecosystem, environmental problems, environmental consequences of human behavior, as well as green products (Kaufmann, Panni, & Orphanidou, 2012; Zsoka, Szerenyi, Szechy, & Kocsis, 2013).
Environmental knowledge encompasses an individual's understanding of the relationship between people and their environment, enabling them to identify and validate environmental issues This knowledge empowers consumers to transform their awareness into impactful actions, fostering a deeper commitment to environmentalism (Lin, S T., & Niu, H J., 2018).
Environmental consciousness is the awareness of environmental issues and the effectiveness of eco-friendly practices in addressing them Consumers who are environmentally conscious understand how their resource usage and consumption affect the planet This heightened awareness has grown due to increased knowledge of sustainable practices, driven by personal beliefs and concerns for the environment, which can significantly influence purchasing decisions.
Environmental consciousness plays a crucial role in shaping individuals' understanding of environmental issues and influencing their behavior towards them Consumers who prioritize green products tend to adopt values and beliefs that positively impact the environment (Abd'Razack et al., 2017; Sharma & Bansal, 2013) This awareness not only guides consumers towards eco-friendly actions but also fosters loyalty and a strong commitment to environmental sustainability (Law et al., 2017).
Research Methods
The authors enhance the model's completeness by gathering, synthesizing, and analyzing data from prior studies, while also engaging a focus group of five members This group evaluates and refines the factors influencing Generation Z's purchasing decisions for green products Key data collected includes demographics such as gender, age, and income.
The study aimed to identify the factors influencing Gen Z's purchasing decisions for green products in Ho Chi Minh City, utilizing a sample of 267 respondents It involved testing research models and hypotheses to evaluate the reliability of the scale, as well as analyzing differences in shopping behavior based on gender, income, and age.
The study employed Cronbach's Alpha test and multivariate regression analysis to assess the reliability of the scale and eliminate unsatisfactory variables, utilizing SmartPLS 4 software for analysis Additionally, ANOVA was conducted using SPSS 20 software to further evaluate the data.
Contributions of the research
This study discussed the theoretical and practical value of generation Z’s decision to purchase green products The consumption of green products is a practical action to protect the environment and health.
The increasing trend of green living highlights the importance of researching the green product purchasing behaviors of Generation Z Understanding why young consumers favor eco-friendly products can provide valuable insights for future studies and assist green brands in effectively targeting this demographic.
Research Structure
In Chapter 1, we will present our study by moving from a broad overview to specific details, outlining the scope and key subjects of our research, and concluding with the implications of our findings.
In Chapter 2, we concentrate on the concepts of framework and review concerning the previous research.
In Chapter 3, we outline the comprehensive process from data collection to the presentation of research results This chapter includes a detailed description of the research methodology, highlighting the key steps involved Additionally, we will derive scales, elements, standards, and requirements essential for analysis and drawing conclusions.
This chapter will present the analysis, scale verification, and our conclusion.
This chapter delves into the implications of the research findings, highlighting their significance for government policy Additionally, it offers recommendations for future studies while acknowledging the limitations inherent in our research.
CHAPTER 2 LITERATURE REVIEW AND HYPOTHESES DEVELOPMENT
2 LI Purchase Decision Of Gen z Consumer For Green Product
Consumers make their purchasing decisions based on their knowledge or awareness, and this knowledge influences their perceptions and behavior (Tan, 2011).
Current research on green consumer behavior primarily focuses on purchase decisions, highlighting their significance in promoting green businesses and encouraging the purchase of eco-friendly products Studies indicate that these choices are closely linked to the adoption of sustainable consumption practices, emphasizing the importance of consumer awareness and commitment to environmental sustainability.
2011) and likely to spend more for green products (Essoussi and Linton, 2010).
Environmentally conscious consumers are influenced by two main factors: their awareness of environmental responsibilities and their desire for information These consumers demonstrate self-interest and a willingness to take action to conserve resources and minimize their negative impact on the environment.
The others, however, are external to the consumer and relate to things like the user’s social image and the features of the product (Prashant Kumar, Bhimrao M Ghodeswar, 2015).
Environmentally conscious consumers prioritize green products, recognizing the impact of their purchasing decisions on society They strive to enhance the world through their consumption choices (Lai and Cheng, 2016).
Environmental knowledge plays a crucial role in promoting green consumption, as highlighted by Ellen (1994) and Steg (2008) Research by Pagiaslis and Krontalis (2014) shows that understanding eco-friendly products, such as renewable energy and biofuels, influences consumers' decisions to purchase green products Additionally, Lee (2011) found a positive correlation between environmental knowledge and the purchasing behavior of adolescents regarding green products.
Environmental-related knowledge is what consumers know about the ecosystem, environmental problems, environmental consequences of human behavior, as well as green products (Kaufmann, Panni, & Orphanidou, 2012; Zsoka, Szerenyi, Szechy, & Kocsis, 2013).
Environmental knowledge encompasses an individual's understanding of environmental issues and the relationship between humans and the environment This knowledge empowers consumers to recognize and validate environmental challenges, enabling them to translate this understanding into impactful behaviors As defined by Lin and Niu (2018), it is essential for fostering a proactive approach to environmentalism.
Environmental consciousness signifies an individual's awareness of environmental issues and the benefits of eco-friendly practices in addressing these challenges Consumers who are environmentally conscious understand the effects of their resource usage and consumption on the planet This heightened awareness has been driven by an increasing understanding of sustainable practices, rooted in personal beliefs and concerns for the environment, which can significantly influence purchasing decisions.
Environmental consciousness significantly influences individuals' understanding of environmental issues and their subsequent behaviors This awareness encourages consumers to choose green products, fostering values and beliefs that support environmental sustainability (Abd'Razack et al., 2017; Sharma & Bansal, 2013) It serves as a guiding principle for behaviors that benefit the environment, with research indicating that environmentally conscious individuals often display loyalty and a strong commitment to ecological causes (Law et al., 2017).
Consumers' commitment to environmental protection is closely linked to their desire for environmental responsibility, as they recognize the negative effects of environmental degradation on humans and other living beings This awareness fosters a sense of personal responsibility for protecting the environment Many consumers feel emotionally connected to environmental issues and believe that their individual efforts to adopt eco-friendly behaviors can contribute significantly to conservation efforts.
When assuming environmental responsibility, a person aims to behave in a way that can help remedy environmental damage through individual sacrifices (Slone et al.,
Environmental responsibility refers to an individual's lifestyle choices that contribute to a sustainable future Consumers who embrace this concept actively seek green alternatives and demonstrate a commitment to environmental stewardship Their willingness to purchase eco-friendly products enhances their reputation as socially responsible individuals, ultimately fostering a collective effort towards a healthier planet.
According to Lee (2009), individuals often exhibit a weak sense of responsibility toward environmental protection, frequently blaming organizations and governments for environmental failures Despite self-identifying as ecologically concerned, many people do not take action by choosing green alternatives Additionally, research indicates that women generally demonstrate greater environmental responsibility compared to men (Zelezny et al., 2000; Haylko and Matulich, 2008).
Attitude, as defined by Fishbein and Ajzen (1975), is "a learned predisposition to respond in a consistently favorable or unfavorable manner" towards an object It serves as a predictor of behavior, according to Casalo and Escario (2018) Eagly and Chaiken (1993) further describe attitude as "a psychological tendency expressed by evaluating a particular entity with some degree of favor or disfavor." Understanding attitudes is crucial for predicting behaviors in various contexts.
A person's "green attitude" reflects their commitment to environmental conservation, the protection of natural resources, and the prevention of ecological harm (Casalo and Escario, 2018).