Open AccessFactors affecting the green consumption behaviour of generation Z in Vietnam
Author(s) -
Thu Hoai Ao,
Thi Bich Hien Nguyen,
Minh Quoc Le,
Dinh Tu Tieu,
Hoang Lien Son Thach
Publication year - 2021
Publication title -
tạp chí khoa học và công nghệ việt nam (b, online) (vietnam journal of science and technology - most)/tạp chí khoa học và công nghệ việt nam (điện tử)/tạp chí khoa học và công nghệ việt nam (b, print) (vietnam journal of science and technology - most)
Language(s) - English
Resource type - Journals
eISSN - 2615-9759
pISSN - 1859-4794
DOI - 10.31276/vjst.63(10).19-23
Subject(s) - green consumption , ho chi minh , consumption (sociology) , product (mathematics) , business , environmental economics , marketing , corporate governance , economics , production (economics) , socioeconomics , microeconomics , mathematics , sociology , social science , geometry , low income , finance
The research aims to discover the factors that influence the green consumption behaviour of generation Z consumers. Qualitative and quantitative methods were used with a survey size of 338 samples of generation Z in Hanoi, Danang, and Ho Chi Minh cities. The results exhibited five factors affecting green consumption behaviour, including environmental awareness, green product characteristics, green product prices, product availability, and social influences. Governance implications are suggested for managers to have appropriate policies and business strategies that promote the green consumption behaviour of generation Z consumers.