The impact of need for status on green purchase intention: A study of Vietnamese Gen Z consumers

In recent years, many emerging economies, driven by rapid industrialization and flourishing consumer markets, have increasingly faced the environmental repercussions of their accelerated growth. Vietnam, a developing country in Asia, stands as a clear example; its cities are often choked by pollution, and its coastlines are burdened by plastic waste. As the nation grappled with the environmental fallout of its economic boom, the need to shape pro-environmental consumption behaviors has never been more important. Thus, understanding what guides consumer behavior toward environmentally friendly practices is crucial for fostering green consumption, particularly among younger generations. This study aims to investigate the determinants influencing green purchase intentions among Vietnamese Gen Z consumers by applying the theory of planned behavior (TPB) and incorporating the need for status as an extended predictor. Data were collected from a survey of 360 urban Vietnamese Gen Z consumers. The regression results reveal that attitudes, subjective norms, and perceived behavioral control significantly influence green purchase intentions. Importantly, the need for status was found to be a significant predictor, suggesting that symbolic motivations play a role in shaping pro-environmental purchase intentions. Theoretical contributions are discussed, and practical implications are provided for marketers and policymakers seeking to promote pro-environmental consumption among young consumers in emerging markets. Future research directions are also presented in this study.