Research on green consumption intention when buying food online: Evidence in Vietnam

Abstract

As a result of shifting consumer behavior, the food delivery sector has grown substantially in recent years. When the ecology of food distribution changes, environmental challenges become more prominent, and they begin to have a substantial impact on human existence. The study's goal is to evaluate whether customers, particularly members of Generation Z, can acquire green-order food online in a sustainable manner. Data processing tools including SmartPLS and SPSS are used to make findings. The data reported in the article was acquired in Vietnam through a survey of young customers. Attitude, Subjective Norms, Perceived behavioral control, Green Thinking, Green Product Knowledge, Perceived Risk, Health Concern, and Price Consciousness are the main factors influencing Gen Z when deciding to make a greenorder food online, thereby drawing out many limitations that must be overcome in order for studies in the future to demonstrate the potential of green consumer intention in online food ordering