The Determinants of Consumers’ Sustainable Purchase Behavioral Intention: Gen Z Perspectives

Growing global concern about sustainable development has fueled interest across all economic sectors. To this vein, both producers and consumers are turning their attention to the sustainable (i.e., environmentally friendly) product category, keeping in mind that shaping sustainable consumption consciousness of consumers and potential consumers are being taken more seriously as sustainable development becomes an imperative. Applying the Theory of Planned Behavior, this study explores the factors that shape the sustainable purchase behavioral intention of educated Generation Z - young consumers in emerging countries, particularly in Vietnam. Empirical data were collected from a survey of 496 students at higher education institutions. By applying structural equation modeling, this study corroborated factors shaping sustainable purchase behavior intention of Generation Z including both supportive behaviors, sociocultural and personal factors. The findings of this study suggest messages and action strategies for governments or organizations to regulate and educate the younger generations towards sustainable consumption behavior.