Explore the intention to use environmental friendly products of young people in Ho Chi Minh City through expanding the theory of planned behavior

Abstract

Environmental sustainability is one of the key factors for socio-economic preservation and development. This depends a lot on consumer behavior in modern society. The main purpose of the research is to explore the factors that influence the consumption behavior of environmentally friendly products among young people. This study has expanded the Theory of Planned Behavior (TPB) by two antecedent factors determining consumer attitudes toward environmentally friendly products: green perceived value and environmental knowledge. Empirical research was conducted on young people (gen Z) to gain a better understanding of their green consumption behavioral intentions. Qualitative research methods have proposed theoretical models, corrected scales and quantitative research have provided to test measurement models and theoretical models. The findings show that the green perceived value scale is a multidimensional scale and the scales in the research model are confirmed to be valid and have high measurement reliability. Besides, testing the research model using Structural Equation Modeling (SEM) also confirmed that the two expanded factors of the TPB model (green perceived value and environmental knowledge) have a positive impact on green consumption attitude and green consumption attitude is also the factor that has the strongest impact on young people's green consumption intention. In addition, the factors subjective norm and perceived behavioral control are also confirmed to have a positive impact on green consumption intention.