Factors affecting the generation Z green household purchase decision
Abstract
As green trend has become quite popular among Vietnam citizens, there are a need for green household brands to develop green marketing and understands their customers purchase decision. This study is aimed to investigate and explore which factors would have an affection on generation Z purchase decision through applying the Theory of Planned Behaviors and evaluate which one has the strongest impact. Furthermore, another objective is to examine generation Z attitude toward green household products and the reasons that striving them to the purchase intention. The research method applied is quantitative research in which there are several methods used such as descriptive analysis, reliability test, EFA, correlation analysis and regression analysis. The processing software is SPSS 20. The data required were collected by questionnaire. There are 232 valid responses in which are from people who belong to the age group generation Z, who are currently reside in Vietnam, and have been heard or recognized the green household products. The research figured out the linear regression equation: PD = 0.264EA + 0.156GK + 0.373CE. This equation demonstrates the influences of the independent variables (Environmental awareness, Perceived green knowledge, Customer experience) on the dependent observed variable (Green household purchase decision). Moreover, the outcome has stated that customer experience is the factor which has the strongest impact on customers’ purchase decision.
Keyword: Green household products, Theory of Planned Behaviors, Generation Z, Vietnam, purchase decision, customer behavior
Paper type: Research paper