Factors affecting the green consumption behaviour of generation Z in Vietnam

Abstract

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.