Ấn phẩm:
Factors influencing to green customer behavior of gen z: A study in Hai Phong
Tóm tắt
Adopting Theory of Planned Behavior (TPB), this paper indicates relationships and their effect of factors influencing to green consumer behavior in Haiphong. It also aims mostly to Gen Z, who were born from 1997 to 2002, are potential customers in future. Conducted in a period of time from 2021 to 2022, the questionnaire survey approached 120 respondents. By using Exploratory Factor Analysis (EFA) and linear regression analysis, the study shows that that there are three groups of factors influencing on green buying, including attitudes towards the behavior, subjective norms and perceived behavioral control. Specifically, attitudes towards the behaviors are the most influential factors triggered on the intention of buying green products while subjective norms are the weakest factors. In addition, the young people living inner areas in Haiphong tends to care and purchase green products more than those in other areas. They are also affected by their families and acquaintances before making green decisions. Thus, the author suggests that organizations and retailers have to develop marketing strategies about green purchasing in Haiphong’s remote areas, by the way focusing much more on Gen Z customers.
Mô tả
Tác giả
Le Hong Nhung MA
Tác giả khác
Người hướng dẫn
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Nhà xuất bản
Học viện Tài chính
Năm xuất bản
2023
ISSN tạp chí
Nhan đề tập
Từ khóa chủ đề
Green customer behavior , TPB , Gen Z
Địa chỉ truy cập
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