RESEARCH ON FACTORS INFLUENCING THE INTENTION TO PURCHASE VEGAN FOOD OF GEN Z CONSUMERS IN VIETNAM

Abstract The study conducted a survey of 166 Gen Z consumers to find out the factors influencing Gen Z’s intention to buy vegan food in Vietnam. Data were cleaned and processed using SMARTPLS software. The study identified that perceived behavioral control (PBC), media influence (MI), and attitude toward vegan food (ATT) are the key factors driving Gen Z’s vegan food purchase intention. Meanwhile, subjective norm (SN) and environmental perception (EA) did not have significant effects. This result provides a basis for businesses and marketers to build appropriate strategies to reach this group of potential customers.