Study about gen z's purchase intention of using eco-friendly packaging in ho chi minh city through the theory of planned behaviour (tpb) and altruistic - egoistic values

Abstract

In Vietnam, the concept of "eco- friendly packaging" is gradually being known and cared for by young consumers. However, products that use eco-friendly packaging have not really had a firm foothold in the minds of young customers. Promoting young people to buy products with eco- friendly packaging is not easy. This requires identifying the factors that affect the intention of young people to buy products with eco-friendly packaging as a basis for managers to have policies to encourage young people to consume those products. Based on the aforementioned purpose, we conducted a study entitled "Study about Gen Z's purchase intention of using products with ecofriendly packaging in Ho Chi Minh City through the Theory of Planned Behavior (TPB) and Altruistic - Egoistic values." This topic is based on the analysis of factors influencing the intention to use eco-friendly packaging of Gen Z in Ho Chi Minh City, including 5 factors: Environmental concern, Health concern, Attitude towards using eco-friendly packaging, Subjective norms, Perceived behavioral control. With the collected data of 349 valid responses, our research team conducted a reliability analysis of the measurement scale using Cronbach Alpha's coefficient, exploratory factor analysis EFA and linear model SEM using SPSS 26 and SMARTPLS 4.1 software. The results from our study are that all the hypotheses were accepted, of which Perceived behavioral control and Subjective Norms had the greatest impact on the intention to buy eco-friendly packaging. Also, egoistic values (health concerns) affect attitudes towards using eco-friendly packaging and purchase intentions more than altruistic values (environmental concerns). Based on the research results, we propose specific solutions for the business marketer