ROLE OF GEN Z IN GREEN BEHAVIOR: EXPLORING THE MEDIATING EFFECT OF ENVIRONMENTAL AWARENESS ON THE INFLUENCE OF GREEN ADVERTISING AND ECO-LABELS IN VIETNAM’S EMERGING MARKET

Tóm tắt

This research seeks to investigate the extent to which green advertising and eco-labels influence Generation Z's purchasing behavior of green products, either through direct effects or indirectly via the mediating mechanisms of environmental awareness and attitudinal factors. Generation Z (Gen Z), comprising individuals born between 1995 and 2010, has shown a strong commitment to environmental protection. A convenience sampling technique was employed to select the respondents, utilizing both online and offline data collection methods. To assess the theoretical framework of the study, Partial Least Squares Structural Equation Modeling (PLS-SEM) applied to analyze 268 usable samples, ensuring a robust evaluation of the proposed relationships. This study contributes to the existing body of knowledge by providing novel insights into the role of Generation Z in fostering green behavior within the context of an emerging market. This study suggests that green marketers should actively promote environmental consciousness among consumers to influence and shape their intentional behavior toward green purchasing. This can be achieved by strategically prioritizing efforts and investments in green advertising initiatives and the widespread implementation of eco-labeling to enhance consumer awareness and drive sustainable consumption choices.