INFLUENCE OF SOCIAL MEDIA ON GREEN CONSUMPTION INTENTION AND BEHAVIOR OF GENERATION Z IN HANOI

Abstract

The 21st century has witnessed the remarkable development of social media which has become an indispensable communication tool and has affected all aspects of life. For Generation Z (Gen Z) - who were born during the information technology surge, does social media have any influences on the green lifestyle that is catching Gen Z's attention nowadays? This study was conducted to determine the influence of social media on Gen Z's green consumption intentions and behaviors. It also examined the mediating role of perceived green value in the relationship between social media and green consumption intentions and behaviors. A survey on 300 people aged 12 to 28 was conducted in Hanoi and the results were analyzed quantitatively using a PLS-SEM structural model processed by Smart PLS 4 software. Research findings show that social media has a positive impact on both green consumption intentions and behaviors of Gen Z, while perceived green value plays an important role in promoting green consumption through social media. From that, several solutions were proposed to promote green consumption, leading to sustainable development, especially in the context of climate change and global resources depletion.