| dc.description.abstract | This study investigates the factors that influence sustainability advocacy by
examining how social media content affects sustainable behaviors among Generation Z
in Vietnam. The research involves 517 valid participants and utilizes structural
equation modeling (SEM) to validate the direct impacts. The analysis focuses on four
key variables: Environmental Behavior (EB), Sustainable Habits (SH), Sustainability
Advocacy (SA), and Sustainable Consumption Behaviors (SB). The results
demonstrate significant positive impacts of EB on SH and SB, as well as a direct and
positive relationship between EB and SA. Additionally, positive and direct
relationships were found between SH and SA, and between SB and SA. The findings
enhance the theoretical understanding of how digital engagement fosters pro- environmental behaviors and advocacy among youth. Practically, the study provides
valuable insights for policymakers, educators, and environmental organizations in
Vietnam, highlighting the potential of social media to promote sustainability. The
research underscores the effectiveness of targeted social media campaigns in
enhancing sustainable practices and advocacy, contributing to broader environmental
sustainability efforts | en_US |
