The Green Consumption Conference (held in Oslo, Norway in 1994) said that green consumption is a way of using products in an efficient and resource-saving way, reducing wastes that pollute the environment without affecting future generations.
According to Mr. Peter D. Bennet (1988), consumer behavior is the behavior that consumers display in finding, purchasing, using, and evaluating products and services expected to satisfy their personal needs.
In this study, the authors use the definition of Economic and Consumption newspaper:
green consumption behavior is a series of activities such as buying, selling, using, and disposing of environmentally friendly products such as using recyclables, reusable items, fuel-efficient products, biodegradable packaging, in which consumers must be aware of their responsibility to the environment but still satisfy daily personal needs.
2.1.2. The overview about the green consumption
Green consumption is promoted by numerous elements. Initially, Consistence with green utilization Ho Huy Tuu et al. (2018) with "Factors influencing green consumption conduct of Nha Trang occupants ", or Peattie (2010) with "Green consumption: Behavior and Norms".
One of the drivers that make a huge improvement in green purchasers is Social influence. Maichum et al. (2016) have shown that discussing the prevailing burden on insight to perform or not play out the conduct in the examination "Applying the model of the hypothesis of expected conduct to explore the aim to purchase green results of Thai shoppers". On the other hand, Wiriyapinit (2007) showed that kids' purchase purposes are affected by the obeying established by guardians in a Thai family. Different researchers like Lee (2008) or Ho Huy Tuu et al. (2018) additionally showed that society impacts utilization conduct. A study by Huynh Dinh Le Thu et al. (2021) researched this factor through questions about the influence of the crowd such as professionals, friends, and family on buying behavior. In addition, in the issue of social influence, the group refers to self-image. Sirgy (1982) developed a novel image/product congruence theory that suggests that consumers will
consume certain products or brands that can better represent their image. A person's image is environmentally friendly, so it can show a good image of himself to others (Lee, 2008). Also, Baker and Ozaki (2008) found that green behaviors are influenced by pro-environment self- image. Environmental behavior can provide consumers with a distinctive social and self- image in addition to improving their image when purchasing green products (Nyborg et al., 2006).
Having faith in green consumption has an incredible impact on persuading customers to purchase green items. Consumers believe that green-label products are healthier than conventional products (Magnusson, 2003). Each faith about conduct is attached to the result of that faith and directs an idealistic or cynical disposition towards that behavior (Azjen, 2005). As per Avitia et al. (2011), buyers of organic items are strongly affected by trust, which is clarified by trust in business sectors and associations just as worries about wellbeing and the climate. Trust strongly influences the behavior of health products consumption (Vu Anh Dung et al., 2012). Likewise, Ho Huy Tuu et al. (2018) showed that trust unequivocally impacts wellbeing item utilization conduct.
Moreover, the danger factor from non-green items was additionally referenced, affecting the considering private purchasers to frame green utilization. Aman et al. (2012) mention that an ever-increasing number of customers are worried about environmental dangers and that will build the aim to purchase green items. Likewise, Ho Huy Tuu et al.
(2018) additionally brought up the dangers of positive effects on the green purchasing behavior of Nha Trang individuals.
Besides that, the risk factor from non-green products was also mentioned, having a strong impact on the thinking of private consumers to form green consumption. More and more consumers are concerned about environmental risks, which will increase the intention to buy green products (Aman et al, 2012). The fears from these risks help impact positively on the green consumption behavior of Nha Trang people (Ho Huy Tuu et al., 2018). As consumers become more health-conscious, they have more intention to consume green products (Yii et al., 2020).
In addition, there are many other factors affecting green goods consumption behavior such as Price (Mahenc (2008), Laroche et al. (2011), Peattie (2011), Agyeman (2014)) jointly suggested that high green product prices are an environmental effect.
2.2. Research overview of Generation Z
The recent trends show that Gen Z has a large purchasing power which holds a significant position in the economy. According to Pew Research Center, Gen Z appearing in the period from 1997 to 2012, is the next generation of Millennials. This is also considered as technology generation due to being exposed to technology very soon.
Social Media Link had shown a figure that 96% of Gen Z respondents spend time finding out information carefully and reading all of the reviews of products before making a purchase.
Gen Z youngers are the main consumption source of many brands. They require more stringent environmental problems, especially from living, shopping, and eating. Pew Research Center confirms that this modern generation always upholds the sustainability, environmental friendliness of industrial models and products, along with paying attention to the ethical values of businesses. Furthermore, Gen Z also contributes to creating a large labor market in the future that becomes the top concern of many businesses. This generation is also the potential huge buying capability of one country.
2.3. The high points in Green consumption in Viet Nam
According to research by Kantar, the Covid-19 epidemic has made many Vietnamese consumers tend to change their consumption habits, towards safe and sustainable products.
57% of customers stop buying products that are harmful to the environment and 23% of people surveyed are willing to spend money on products that are useful for health and the environment.
According to the survey results of the Vietnam Report, under the impact of the Covid epidemic, Vietnamese consumers favor reusable packaging, the great demand for supply chain traceability, and the interest in packaging materials. Along with that, the survey also showed that the impact of the epidemic caused consumers to increase by 55.83% in ordering food through the electronic website.
In addition, packaging enterprises are also tending to change their positive views, thinking that changing packaging made from "green" materials is sustainable in the "new normal" period (according to the Bank Times).
2.4. Research model and hypotheses 2.4.1. Proposed research model
Many factors contributing to green consumption have been pointed out by both domestic and foreign research papers. Meanwhile, the empirical studies proved that there were four factors affecting significantly on green consumption: Compliance with green consumption, Social influence, Trust and Risk (Sirgy 1982; Baker and Ozaki 2008; Nyborg et al., 2006; Ho Huy Tuu et al. 2018; Yii et al., 2020). However, these studies found out the above factors separately. Therefore in order to suit the research target group that find out the factors that affect the green consumption behavior of Vietnamese Gen Z, the authors collect and build a research model including both 4 factors as follow:
Figure 1: Proposed research model
Source: Proposal of the author's team The hypotheses associated with the research model include:
H1: Compliance with green consumption has a positive impact on green consumption behavior.
H2: Social influence has a positive impact on green consumption behavior H3: Trust has a positive impact on green consumption behavior
H4: Risk has a positive impact on green consumption behavior.
2.4.2. Research data and methodology
The research team collected quantitative data through the Google Form online survey due to the complicated developments of the Covid 19 epidemic. The use of Google Form brings many benefits, collecting survey results extremely convenient, fast, easy to synthesize, back up results and group does not have inadequacies in the collection process. The research team has developed a detailed questionnaire suitable for people of Generation Z, specifically with the group of people born between 1997 and 2012. Besides, the team also used secondary data reliably, referring to previous research of the authors in Vietnam and around the world.
The research team builds and develops scales based on research models and many theories, using the Likert scale with 5 very popular levels as follows: scale from 1 to 5 according to the level of " Never”, “Very little”, “Slightly”, “Frequently”, “Very often”; and scale from 1 to 5 according to the level of "Totally disagree", "Disagree", "Normal". “Agree”,
“Totally agree”. This scale is frequently used in research projects on socio-economic issues because those issues are multi-faceted. Before the research team created the complete-scale, the team conducted a trial survey of 50 people, revised and discussed the contents of the survey to help the participants make sure to understand the concepts and words that mean it.
related to green consumption.
Compliance with green consumption (H1)
Social influence (H2)
Trust (H3)
Risk (H4)
Green consumption behavior