The influence on social media and green mindfulness on intention to purchase green products of Ho Chi Minh city student

Abstract

This research investigates the affect of social platforms and environmental mindfulness on the green buying decisions of Gen Z in Ho Chi Minh City, Vietnam. The research applies a positivist philosophy, deductive approach, and mono-method quantitative survey design to examine the relationships among 5 variables including social media, green mindfulness, green attitude, green trust, green purchase intention. The reseearch collected data through online survey distributed across social media platforms, aim at approximately 250 respondents who are familiar with the Cocoon Vietnam, an eco friendly cosmetic brand of Vietnam. There are three key findings: exposure to environmental content on social media platforms enhances Gen Z's green trust and attitudes; a higher awareness of environmental quality positively influences Gen Z's trust and attitudes; Gen Z's attitudes and trust significantly influence their intention to purchase eco-friendly products. The findings provide significant information for businesses, marketers and polity makers seeking to target Gen Z consumers with green products. Leveraging social media platforms to disseminate environmental information and promote eco-friendly products while fostering consumer mindfulness can effectively encourage sustainable consumption habits among young generations.