Vietnamese Generation Z online purchasing behavior toward sustainability : eco-friendly products on e-commerce
Khanh, Nguyen (2023)
2023
All rights reserved. This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023121136045
https://urn.fi/URN:NBN:fi:amk-2023121136045
Tiivistelmä
The objective of this thesis was to understand the critical factors shaping the purchasing behaviors of Vietnamese consumers concerning eco-friendly products on e-commerce platforms. The thesis outcome served as a customer- centric insight for e-commerce companies in Vietnam to understand their Gen Z consumers' preferences. Hence, these findings offered recommendations for e- commerce enterprises in Vietnam to develop a framework that aligns most effectively with the preferences of consumers.
The study was utilized the quantitative research method with questionnaire survey. The data collection took place in two weeks and received from 100 responses of Vietnamese consumers aged between 16 to 26-year-old. The data analysis applies The Extended TPB Model as a theoretical framework. The applicable theory explores four antecedents and a mediator influencing consumers’ purchasing intention and behavior. Based on the framework, the empirical part consists of five sections. The first four sections include attitude toward eco-friendly products, social influence, beliefs in the positive impact on the environment, and environmental concern. The last section identifies the consumers’ pain points and expectations and, thus, provides recommendations for e-commerce platforms.
The majority of the respondents demonstrate a heightened concern for environmental impacts and consider purchasing eco-friendly products as a solution to reduce pollution. The results of the survey revealed that the four mentioned antecedents were the main motivational factors in shaping the consumers’ purchasing intention on e-commerce platforms. The pain points and expectations of Vietnamese Generation Z online consumers were explained. As a result, the analysis has effectively addressed the central issue by integrating all discovered insights and requirements.
The findings indicate that it is clear that the market dynamics and Vietnamese Generation Z consumers’ preferences create a favorable opportunity for the significant expansion of e-commerce platforms that promote environmentally friendly products. With suitable strategies from e-commerce platforms, the engagement of Vietnamese Generation Z consumers in purchasing eco-friendly products will continue to grow.
The study was utilized the quantitative research method with questionnaire survey. The data collection took place in two weeks and received from 100 responses of Vietnamese consumers aged between 16 to 26-year-old. The data analysis applies The Extended TPB Model as a theoretical framework. The applicable theory explores four antecedents and a mediator influencing consumers’ purchasing intention and behavior. Based on the framework, the empirical part consists of five sections. The first four sections include attitude toward eco-friendly products, social influence, beliefs in the positive impact on the environment, and environmental concern. The last section identifies the consumers’ pain points and expectations and, thus, provides recommendations for e-commerce platforms.
The majority of the respondents demonstrate a heightened concern for environmental impacts and consider purchasing eco-friendly products as a solution to reduce pollution. The results of the survey revealed that the four mentioned antecedents were the main motivational factors in shaping the consumers’ purchasing intention on e-commerce platforms. The pain points and expectations of Vietnamese Generation Z online consumers were explained. As a result, the analysis has effectively addressed the central issue by integrating all discovered insights and requirements.
The findings indicate that it is clear that the market dynamics and Vietnamese Generation Z consumers’ preferences create a favorable opportunity for the significant expansion of e-commerce platforms that promote environmentally friendly products. With suitable strategies from e-commerce platforms, the engagement of Vietnamese Generation Z consumers in purchasing eco-friendly products will continue to grow.