Factors influence green purchase intention (Xanh SM). research at Gen Z in Ho Chi Minh City

Abstract

With the topic "FACTORS INFLUENCE GREEN PURCHASE INTENTION (XANH SM). RESEARCH AT GEN Z IN HO CHI MINH CITY.", this research was conducted with the purpose of analyzing how factors affect Green Purchase Intention (using Xanh SM) of generation Z in Ho Chi Minh City. Because the appearance of Vinfast and Xanh SM electric cars has had an impact on users. The team built a research framework based on the Theory of Planned Behavior (TPB), data from quantitative research results with support from qualitative methods in completing the scale. The variables the team used in their research model included Environmental Ethics, Green Attitude, Ethical Obligation, Willingness to Use. The survey subjects are people from 18 to 26 years old (generation Z) living in Ho Chi Minh City. The research method used by our team is a combination of qualitative research and quantitative research. Qualitative research was conducted through interviews with generation Z people in Ho Chi Minh City to adapt the scales to fit the conditions in Ho Chi Minh City. For quantitative research conducted through online questionnaires. The questionnaire collected 301 valid responses via Google Form. Smart PLS 4 software was used by the team in the process of synthesizing and analyzing data to check reliability and other necessary indicators. The results of SEM linear structure analysis show that Moral obligation has the strongest impact on Green purchase intention (using Xanh SM) of generation Z. From the research results, several implications are proposed to help managers build business orientation and marketing staff to build effective communication campaigns related to ethical obligations to increase employment. Use Xanh SM motorbike/taxi service. From there, it contributes to reducing environmental pollution in Ho Chi Minh City.