Antecedents To Green Consumption: A Case Amongst Generation Z In Ho Chi Minh City

Abstract

The target of this research is to investigate drivers that promote green consumption behaviors in Vietnam, providing essential insights into consumer thinking and actions within the framework of sustainable development. The research focuses on the Vietnamese context as an emerging nation, recognizing its growing importance in environmental protection behaviors for sustainable development, and thus attempting to assess the effects of environmental consciousness on sustainability awareness, health consciousness, moral obligation, and green consumption. The research data is mostly based on self-reported data from Gen Z people and consumers in Vietnam, using a combination of quantitative approach and evaluation techniques. This method allows for a more in-depth understanding of the motivators and constraints connected with green consumption in this particular industrial and geographical environment. Despite these limitations, the study gives useful insights regarding green consumer behavior in emerging markets. It delves into the complexities of how environmental consciousness, human awareness, and morality influence green consumption behavior. The research findings emphasize the importance of each component in encouraging green consumption and refute the prior reasoning in developing countries. This paper emphasizes the importance of understanding the local area in green consumption research, and it serves as a foundation for future research that could expand to other industries or geographical areas, employing diverse methodologies to gain a more comprehensive understanding of global green consumption trends.