How green advertising drives Gen Z’s green purchase intention in Ho Chi Minh City’s F&B sector

Abstract

As sustainability becomes a central focus of global consumption trends, green advertising has emerged as a key driver in shaping consumer behavior. This study investigates the impact of Green Advertising on Green Purchase Intention among Gen Z consumers in Ho Chi Minh City’s Food & Beverage (F&B) sector. Specifically, it explores the mediating roles of Consumer Social Responsibility, Green Perceived Value and Green Brand Awareness in this relationship. Grounded in the Theory of Planned Behavior (TPB) and the Stimulus-Organism-Response (S-O-R) Theory, this study examines how external stimuli, such as green advertising, influence internal cognitive and emotional processes, leading to pro-environmental purchasing behaviors, and explains how attitudes, subjective norms, and perceived behavioral control shape green purchase intention. The study was carried out in Ho Chi Minh City using an online survey with 207 valid responses from Gen Z persons aged 12-27. Data was analyzed using SMARTPLS 4.0 and SPSS 20 software to examine relationships among key variables. Results confirm that Green Advertising positively influences Green Purchase Intention indirectly through the mediators. The findings offer valuable theoretical and managerial implications, emphasizing the importance of strategic green marketing in fostering sustainable purchasing behaviors. Businesses in the F&B sector should leverage green advertising strategies that align with consumer social responsibility, enhance perceived value, and strengthen brand awareness to increase green product adoption among Gen Z consumers