Green Marketing and Vietnamese Gen Z consumers' Green Purchase Behaviours: An empirical study in FMCG sector

Abstract

The emergence of sustainable consumption patterns has made green marketing increasingly become one of priority choices selected by policymakers and marketers to apply to their business activities. Despite scholars’ efforts to study about green purchasing behavior, consumer behavior will always change over time and only a few studies shedding light on how green marketing motivates Gen Z’s green purchasing behavior. Based on the Theory of Planned Behavior (TPB), this study aims to investigate the influence of Green Marketing tools, Environmental Knowledge and Green Product Value on the Green Purchase Intention of Gen Z towards the FMCG sector. As a result, identifying specific Green Purchase Behaviors. An online survey via Google Form with 365 Gen Z respondents in Ho Chi Minh City was conducted. The finding shows that all green marketing tools have significant impacts on consumers’ purchasing Attitude. Additionally, Green Purchase Intention is driven by Green Product Value and consumers’ Attitude. Remarkably, Environmental Knowledge has no impact on Gen Z’s Purchase Intentions. Together, the study has provided profound discoveries in Green Purchase Behaviours of Ho Chi Minh city’s Gen Z consumers towards the FMCG sector. As a result, these findings contribute to extending current literature and outline several implications for businesses.