Factor affecting purchase decision green product of gen Z in Mekong delta

Abstract

The purpose of this study is to identify and evaluate the factors influencing green product purchase decision of Gen Z in Mekong Delta. Data was collected through a convenience sampling method, surveying 200 individuals aged 13-30 in the Mekong Delta using a pre-designed questionnaire. Factors influencing purchase decisions were measured and identified through Cronbach’s alpha reliability test, Exploratory factor analysis, and Linear regression. The study identified six factors influencing Generation Z’s green purchasing decisions in descending order: Social Influence (SI), Knowledge About Green Products (KGP), Green Product Trust (GPT), Green Product Value (GPV), Attitudes Toward Purchasing (ATP), Media Exposure (ME). From there, some recommendations were proposed to help businesses improve the effectiveness of strategies to promote green purchasing decisions of GenZ in general and other generations in particular