Hội chứng sợ bỏ lỡ và ý định mua sắm sản phẩm xanh của giới trẻ thế hệ Z: vai trò điều tiết của chuẩn chủ quan

The contemporary consumer landscape is undergoing profound transformations, driven by rapid technological advancements and the pervasive spread of information across diverse online platforms. This environment has significantly altered consumer adoption patterns, making the "Fear of Missing Out" (FOMO) a critical psychological driver influencing consumption behaviors. This academic paper addresses the escalating importance of understanding these dynamics, particularly within the context of sustainable consumption. It aims to meticulously investigate the direct impact of FOMO on Generation Z's intention to purchase green-related products and, crucially, to explore the moderating influence of subjective norms within this relationship. By shedding light on these intricate connections, this study contributes to a deeper comprehension of modern consumer psychology.

Academics in consumer behavior and marketing, marketing practitioners, and businesses targeting Generation Z with green products in Vietnam.

This quantitative research thoroughly examines the influence of "Fear of Missing Out" (FOMO) on Generation Z's intention to buy green-related products, with a particular focus on the moderating role of subjective norms. Amidst pervasive technological proliferation and rapid information dissemination, FOMO has emerged as a significant motivator for consumption, prompting a deeper exploration into how it shapes young consumers' purchasing decisions for environmentally friendly goods. The study employed a quantitative approach, collecting data from 272 Generation Z respondents in Ho Chi Minh City, Vietnam, and analyzing it using SmartPLS 4.0. Key findings reveal that FOMO significantly impacts the intention to buy green products, mediated through consumers' attitudes, motivations, and subjective norms. Furthermore, the research identifies subjective norms as a crucial moderator, influencing the relationship between consumer motivation and the intention to buy. These insights offer a substantial contribution to the theoretical framework concerning young consumer behavior and sustainable consumption. Practically, the study provides valuable guidance for marketing practitioners, enabling them to refine communication strategies. By understanding how to generate and leverage FOMO effects effectively within online groups and platforms, businesses can more effectively penetrate and develop the burgeoning market for green products, particularly within the Vietnamese context. This dual contribution enriches both academic understanding and practical application in promoting sustainable consumer choices.