Preference for Green Packaging in Consumer Product Choices: Empirical Evidence from Gen Z Consumers in Vietnam

• 영문명: Preference for Green Packaging in Consumer Product Choices: Empirical Evidence from Gen Z Consumers in Vietnam
• 발행기관: 한국유통과학회
• 저자명: Lan NGUYEN Trang Minh NGUYEN Quyen TRINH Nhu Anh DAO
• 간행물 정보: 『The Journal of Asian Finance, Economics and Business(JAFEB)』Vol. 10 No.2, 281~300쪽, 전체 20쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2023.02.28

영문 초록

Recently, the call for better accountability and social responsibility from corporations has been regularly voiced, both in the academic literature and in public discussions. This poses a challenge to the existing literature in understanding consumption behaviors to direct them toward sustainable development. This study investigates the purchase intention of Gen Z consumers in Vietnam with green packaging products. Data were collected from 914 respondents by online questionnaire and then analyzed using OLS. The results suggest the significant influence of customers’ income and packaging in driving customers’ intention to use environmentally-friendly products. Specifically, consumers in a higher income class participate more actively in green purchases. However, problems associated with inadequate packaging are also illustrated, resulting in the poor perception of green messages and poor practice of ecological actions. Besides, subjective norms and green trust are found to be adversely related to green consumer intention. In addition, gender disparity in green behavior is reported, where female consumers show a higher tendency to ecological consumption than their male counterparts. Other demographic factors are also included in the model as control variables, which are age, education, price, environmental literacy, environmental concern, and psychological awareness, but they do not have a significant impact on green purchase intention.

목차

1. Introduction

2. Literature Review

3. Data and Methodology

4. Results

5. Conclusion

References

키워드

Vietnam Green Purchase Intention Green Packaging Gen Z Consumers