Ấn phẩm:
Value-oriented motivations and green consumption intention among Gen Z: the moderating role of green extrinsic motivation
Nhan đề song song
Tác giả
Nguyen Hoang Nhut
Le Thi Thoan PhD.
Le Thi Thoan PhD.
Người hướng dẫn
Tác giả khác
Năm xuất bản
2026
Nhà xuất bản
Học viện Tài chính
Tóm tắt
Against the backdrop of global climate change, this research was conducted to identify and quantify the factors influencing the green consumption intention of Generation Z in Ho Chi Minh City. Utilizing a convenience sampling technique, data gathered from 403 valid responses were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) via the SmartPLS platform. Empirical results indicate that Environmental Concern serves as a pivotal driver with a moderate effect size. Furthermore, Green thinking, Altruistic Motivation, and Egoistic Motivation all exhibit positive impacts, albeit at lower magnitudes of influence. Notably, the study provides empirical evidence regarding the moderating role of Green Extrinsic Motivation. Rather than crowding out intrinsic drivers, extrinsic factors, such as economic benefits and social recognition, function as "catalysts" that significantly amplify the influence of Green thinking on behavioral intention. These findings offer practical managerial implications for enterprises in formulating integrated marketing strategies that synergize cognitive education with extrinsic "nudges" to foster sustainable lifestyles among the Vietnamese youth.
Mục lục
Địa chỉ truy cập
Số trang
Ngôn ngữ
vie
Trích dẫn
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ISSN
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Tài liệu chủ
Tài liệu tham khảo
Chủ đề
green consumption intention , gen Z , green thinking , green extrinsic motivation
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