Are social media and environmental awareness the key to unlocking green consumerism?

Abstract

Research on the psychological impacts of climate change is growing rapidly. Evidence suggests that fear of climate change (CCA) can be a powerful motivator for adopting sustainable production and consumption practices. Comparative studies across countries show that fear of climate change is particularly prevalent among young people, as they worry about achieving a sustainable future in the face of the ongoing climate crisis. This study examines the relationship between fear of climate change and green product purchase intention (GPI) among young people in Vietnam. The study first outlines a conceptual framework for understanding CCA and GPI. The premise is that people who feel increasing fear about the concrete impacts of climate change are more likely to engage in mitigation efforts and adopt sustainable consumption habits (SCBs). Despite relatively low CCA scores reported by participants, the study's structural equation model (SEM) revealed a significant relationship between CCA and GPI. Given the growing urgency of the climate crisis, this study contributes to the academic discussion by providing initial insights into how CCA affects GPI and highlights the need for further research in this area