Exploring Purchase Intentions through Smartphone-Based Virtual Supermarket Platforms: A Case Study of Environmentally-Friendly Packaged Products

This study examines the technological and electronic dimensions shaping Generation Z's purchase intentions in Can Tho City, Vietnam, with a particular focus on their attitudes and behaviors on smartphone-based virtual supermarket platforms. The research aims to explore which factors influence the sustainable shopping behaviors of Generation Z on these digital platforms. A convenient sampling method was used to collect 217 valid responses from Generation Z, combining qualitative and quantitative methods. The study incorporated theoretical reviews, expert insights, group discussions, and preliminary interviews. Statistical analyses included descriptive statistics, reliability testing, Exploratory Factor Analysis, and Partial Least Squares Structural Equation Modeling. The findings of the research play a significant role in promoting environmentally conscious attitudes and behaviors among Generation Z through advanced smartphone-based shopping technologies.