Research on the Factors Influencing Gen Z’s Green Consumption Intentions

The study proves the influence of factors on the green consumption intentions of Gen Z. Specifically, the study tries to determine the influence of environmental awareness, health awareness, subjective standards, product features, product prices and green marketing activities on green consumption intentions. The study was conducted by designing questionnaires and sending them randomly to Gen Z in Hanoi. The result obtained 579 valid responses coded using SPSS software. The study conducted reliability testing, discovery factor analysis, correlation analysis, and finally multivariate regression analysis to determine the influence of factors on Gen Z’s green consumption intentions in Hanoi.