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Please use this identifier to cite or link to this item: https://digital.lib.ueh.edu.vn/handle/UEH/71482
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dc.contributor.advisorĐỗ Thị Hải Ninhen_US
dc.contributor.authorNguyễn Ngọc Hoàng Myen_US
dc.date.accessioned2024-07-29T03:07:07Z-
dc.date.available2024-07-29T03:07:07Z-
dc.date.issued2023-
dc.identifier.urihttps://digital.lib.ueh.edu.vn/handle/UEH/71482-
dc.description.abstractObjectives: Discover Gen Z's intentions to purchase green products by digging the emotional, brand-related and negative communication aspects, advance knowledge about green products consumption in Vietnam and finally, apply the discovery to the creation of sustainable product marketing initiatives. Participants: A total of 316 participants including highschool students, university students and young employees joined the study and completed an online survey. 304 responses are valid to be analyzed using SPSS 20.0 and SmartPLS 4.0. Method: Structural Equal Modeling is used to assess personal norm, social norm, pride, guilt, green brand image, green brand’s perceived value, green brand image, green brand equity, green brand love, green brand positioning and green purchase intention. Results: Social norm, personal norm, pride, guilt, green brand love and green brand positioning positively affect green purchase intention. Pride and green brand positioning are demonstrated as the most influential factors. Conclusions: Green purchase intention of Gen Z is found to be affected by emotional and most brand-related factors. Practical implications for stakeholders and contributions for future research are discussed.en_US
dc.format.medium38 p.en_US
dc.language.isoenen_US
dc.publisherUniversity of Economics Ho Chi Minh Cityen_US
dc.relation.ispartofseriesGiải thưởng Nhà nghiên cứu trẻ UEH 2023en_US
dc.subjectGreen purchase intentionen_US
dc.subjectSocial normsen_US
dc.subjectPersonal norm prideen_US
dc.subjectGreen brand loveen_US
dc.subjectGreen brand positioningen_US
dc.subjectGreen brand equityen_US
dc.subjectGreen brand’s perceived valueen_US
dc.subjectGreen brand imageen_US
dc.subjectGen Zen_US
dc.titleEmotional, brand-related and negative communication factors toward green purchase intention: A case study of generation Z in Ho Chi Minh Cityen_US
dc.typeResearch Paperen_US
ueh.specialityKinh tếen_US
ueh.awardGiải Cen_US
item.openairecristypehttp://purl.org/coar/resource_type/c_18cf-
item.languageiso639-1en-
item.openairetypeResearch Paper-
item.cerifentitytypePublications-
item.fulltextFull texts-
item.grantfulltextreserved-
Appears in Collections:Nhà nghiên cứu trẻ UEH
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