The influence of the green supply chain on Ueh students’ level of willingness to pay more for biti’s green sport shoes

Abstract

In the world of the remarkable expansion for the market of organic and environmentally friendly products, customer decisions reflect not just price and quality preferences but also ethical and moral beliefs. Green goods purchases are a global trend that are thought to bring positive value to society by reducing negative environmental effects during the purchasing process of goods and services. However, there is a gap between intention and actual behavior. Most companies coming up with green products and services face a problem of high cost and high price. Additionally, generation Z accounts for about 1/7 of the population in Vietnam. Because they are at an age with a lot of demand for shopping and entertainment, the consumption behavior of this generation has a strong