Factors Affecting Green Consumption Behavior of Generation Z in Hanoi
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Abstract
The study's goal is to investigate the variables influencing Generation Z's environmentally conscious purchasing habits in Hanoi. The study surveyed 459 students from several universities in Hanoi. The study used a partial least squares structural model (PLS-SEM) to test the hypotheses. The findings indicated that four factors:
- Environmental awareness,
- Green product characteristics,
- Green product price, and
- Product availability affected Generation Z's green consumption behavior in Hanoi.
The social influence element modifies the other four factors mentioned above as well. Based on this, several suggestions are made for managers to establish a business plan that appeals to today's customers.
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How to Cite
Le Huu Khanh, & Dinh Quang Dieu Khanh. (2024). Factors Affecting Green Consumption Behavior of Generation Z in Hanoi. The International Journal of Humanities & Social Studies, 12(9). Retrieved from https://internationaljournalcorner.com/index.php/theijhss/article/view/173896 (Original work published September 30, 2024)