Factors influencing green consumption behavior of generation Z in Vietnam

In the context of industrialization and modernization, environmental pollution is not a new phenomenon, but still remains the world’s greatest problem. At the same time, green consumption plays an increasingly important role in protecting environment. The study finds out the factors that affect the green consumption behavior of Vietnamese Generation Z by conducting a survey in March, 2021. After that, a research model is applied to test the Generation Z in Vietnam, thereby identifying the factors affecting green consumption in this generation.