Exploring the transformative role of minimalist lifestyles in shaping sustainable consumption behaviors among generation z in Ho Chi Minh City

Abstract

Despite growing awareness, there remains a significant gap between awareness and action in sustainable consumption. In Vietnam, sustainable consumption is still not a priority for most consumers in major cities like Hanoi and Ho Chi Minh City. Minimalism has gained attention as a potential driver for sustainable consumption by reducing unnecessary materialism. However, research on the direct impact of minimalism on sustainable consumption is still limited. The aim of this study is to evaluate whether the youth in Ho Chi Minh City, particularly Generation Z (aged 18-29), can adopt a minimalist lifestyle as a mediator to promote sustainable consumption. This study combines qualitative and quantitative methods to collect data. In-depth interviews and focus groups help explore the factors influencing sustainable consumption, while a questionnaire is used to gather information from 350 young consumers in Ho Chi Minh City. SmartPLS and SPSS data processing tools will be employed to analyze and present findings from the survey data. The research results indicate a statistically significant relationship between the factors of Media Influence, Subjective Standard, Environmental Awareness, Self-Determination , and Minimalism, and confirm the relationship between Minimalism and Sustainable Consumption. Furthermore, the study identifies several limitations that need to be addressed, providing a foundation for future research to more clearly demonstrate the potential of green consumer intentions and the impact of these factors on sustainable consumption behaviors