Determinants on Procurement Intention of Refurbished Commodity of Gen Z in Vietnam

This study aims to explore the factors influencing Generation Z’s purchase intention toward refurbished products in Vietnam. The study utilized a quantitative research approach, with a 5-point Likert scale questionnaire as the primary tool for data collection. A non-probability sampling method was employed and collected 400 respondents. Partial Least Squares Structural Equation Modeling (PLS-SEM) is the study's main methodology. The results indicated that quality (β = 0.208), price (β = 0.266), distribution (β = 0.365) have a positive influence on perceived value. Particularly, perceived value impacts strongly on attitude with coefficient β = 0.767. Refurbished commodity purchase intention of Gen Z is affected directly by subjective norm (β = 0.324), attitude (β = 0.366) and perceived behavioral control (β = 0.321). These findings provide valuable insights into consumer purchase intention the refurbished product market by reaffirming established theories while also highlighting areas where consumer behavior may vary due to contextual factors. The results of this study contribute to the theory of consumer behavior. It also provides practical insights for businesses in formulating their next strategy in the market. It not only helps to raise awareness of refurbished products but also provides sustainable consumption. This further confirms the value of the research on the relationship between awareness, trust and purchase behavior of refurbished products.