The impact of green marketing mix and attitude towards the green purchase behavior among generat

Abstract

Research purpose - Green consumption is gradually becoming a growing consumption trend and in the future may become a popular consumption trend towards a green and sustainable lifestyle. This poses a challenge for businesses, forcing them to have smart product development and marketing strategies to gain more market share in this market. In addition, generation Z in Vietnam is one of the potential customers of the current and future green goods market. Therefore, the research paper is designed to contribute to understanding the factors affecting the consumption behavior of Gen Z consumers, thereby helping businesses devise effective marketing campaigns. At the same time, the study also gives readers a brief overview of the factors affecting the green consumption behavior of Gen Z consumers in a small area of Ho Chi Minh City. Methods - Data for the study were collected through a survey questionnaire on the factors of green marketing and consumer attitudes that affect the green consumption behavior of Gen Z consumers. in Ho Chi Minh City (N=310). Then, the data is used to test the reliability of the scale; exploratory factor analysis EFA; confirmatory factor analysis CFA and linear structural model SEM. Results - The study found that the factors related to the marketing mix and consumers' attitudes towards green products have an impact on the purchase intention of Gen Z consumers, as well as contribute to their buying behavior. However, during the analysis, the research team found that green brand knowledge did not have the expected impact on purchase intention. Conclusion - The results of testing the reliability of the scale, the scale and the remaining 30 observed variables representing 8 factors are accepted. Regression analysis results show that there are 8 factors that positively affect green purchasing behavior. In which, the factor attitude towards green products has the greatest influence, followed by factors in order: Green Product, Green Price, Green Place, Green Promotion.