Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/317264 
Year of Publication: 
2024
Citation: 
[Journal:] Organizations and Markets in Emerging Economies [ISSN:] 2345-0037 [Volume:] 15 [Issue:] 2 [Year:] 2024 [Pages:] 248-266
Publisher: 
Vilnius University Press, Vilnius
Abstract: 
Growing environmental concerns influence consumer buying decisions and behaviours. This study investigates the factors that affect the green purchase behaviours of Generation Z consumers in Vietnam. Employing the value-attitude-behaviour (VAB) framework, the study examines the intricacies of green consumption behaviour. Study data were collected through an online questionnaire from 283 young Vietnamese consumers who frequently purchase green products. We performed the quantitative analysis by the partial least squares structural equation modelling (PLS-SEM) and found that price consciousness and attitude towards green products directly influence green purchase behaviour. Envi-ronmental concern and green perceived value indirectly influence green purchase behaviour through consumer attitude. Furthermore, the influence of price consciousness enhances the relationship between attitude and green purchase behaviour. These findings provide valuable implications for managers aim-ing to attract young , environmentally conscious consumers and promote green consumption behaviours.
Subjects: 
customer attitude
environmental concern
green perceived value
green purchase behaviour
price consciousness
Persistent Identifier of the first edition: 
Creative Commons License: 
cc-by Logo
Document Type: 
Article

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