Factors affecting the behavior purchase decision of consumers for green products: a research in the age of Gen Z in Ho Chi Minh City

Abstract

The study aims to evaluate the influence of green product factors on Gen Z’s purchasing decision in Ho Chi Minh City, one of the densely populated cities with high pollution levels in Vietnam. The research was mainly conducted by quantitative method, through an online survey with 267 answers from Gen Z young people (born in 1997 - 2012) who are living, studying and working in Ho Chi Minh City. HCM. SPSS 20 and SmartPLS 4 software were used to process the data after it was collected. The following is a summary of the study's findings. First, Gen Z shoppers in Ho Chi Minh City care about the environment and want to see it protected. Second, Gen Z customers are making an effort to learn about green products, get information about them, and use them. Thirdly, this study has repercussions for marketing experts creating marketing plans for eco-friendly items in the Vietnamese market specifically and HCMC generally. In terms of application, this study complements the current understanding of green products and its related impact on Gen Z purchasing decisions in HCMC. As a source of material for future research, bringing research benefits to businesses in the field of trading in green and environmentally friendly products.