As global environmental challenges intensify, understanding the green purchasing behavior of Generation Z (Gen Z) has become increasingly important. This research aims to examine Vietnamese Gen Z consumers, a significant demographic impacting the development of future sustainable markets. This study expands upon the Theory of Planned Behavior (TPB) by incorporating environmental concern and health consciousness as antecedents that affect green purchase attitudes and perceived behavioral control, while also investigating the moderating effect of perceived environmental responsibility.
Data were sourced from a sample survey of 297 Vietnamese Gen Z individuals who had made a purchase of green products. The research used the PLS-SEM approach to test the hypotheses with respect to mediation and moderation effects.
The results confirmed the extent of TPB theory and showed that environmental concern and health consciousness are important drivers of attitude, perceived behavioral control and green purchasing behavior. In addition, perceived environmental responsibility has moderated the consumer attitude–behavior relationship but not the perceived behavioral control–behavior relationship.
Drawing from the foregoing, this study has some useful suggestions for businesses to encourage and promote green purchasing attitudes in the minds of young consumers.
This study broadens the understanding of how personal and moral factors interact with TPB constructs to affect green purchase intentions in a collectivist culture. This study highlights the growing environmental awareness among Gen Z in Vietnam and offers practical recommendations for marketers and policymakers to enhance sustainable consumer engagement.
