Factors Affecting of Environmental Consciousness on Green Purchase Intention: An Empirical Study of Generation Z in Vietnam

Humans are facing many environmental challenges. Climate change, water pollution, global warming, and hazardous waste disposal are all issues that many countries throughout the world are dealing with. People's psychology and consumer behavior are significantly affected by these challenges, particularly generation Z, which is immediately affected by environmental changes. Young people have a strong sense of curiosity and have access to readily updated knowledge. Today's youth, in particular, live a civilized and responsible lifestyle. As a result, people recognize the significance of their own consumption behavior in affecting environmental change and are increasingly replacing them with green, ecologically friendly products as a fantastic method to mitigate their harmful consequences. In this research, there are four factors related to the young generation and environmental awareness that affect green consumption intention: perceived environmental responsibility, green knowledge, green attitude, and green product value. The goal of this study is to look into how detrimental environmental changes affect Generation Z's green consumption habits. This study used primary data from over 1000 people in the age group, which was processed using the AMOS 20 software. All the characteristics described above had an impact on Generation Z's green consumption intentions, according to the findings.