Determinants Affecting on Green Product Purchase Intention in Emerging Economy: Case Study Gen Z Consumer in Vietnam

Sustainable consumption has emerged as a pivotal strategy to address pressing concerns, particularly by fostering the adoption of eco-friendly products within the broader context of transitioning to a green economy. This study aims to identify the primary factors influencing the green purchasing intention of Generation Z consumers in Vietnam regarding green products, and providing strategic recommendations to foster sustainable business. The study analyzed 512 valid responses collected via an online questionnaire distributed through a QR code. Data collection methodology is convenient non-probability technique. Main analysis tool is Covariance-Based Structural Equation Model (CB-SEM) on Amos 24.0 and SPSS 24.0 software. The findings showed that factor group impacts positively on green brand image including green marketing (β = 0.109), corporate social responsibility (β = 0.267). Element group influences positively on green purchase intention comprising green marketing (β = 0.116), and green brand image (β = 0.390). For indirect effect, the relationship of brand credibility, green brand image and green purchase intention is positively significant effect (β = 0.152). Similarly, the relationship of corporate social responsibility, green brand image and green purchase intention (β = 0.104). This research offers valuable insights into the green purchasing behavior of Z Gen consumers and provides a solid scientific foundation for businesses and policymakers to develop strategies that effectively promote consumption of green products in Vietnamese market.