Factors Influencing Gen Z's Intention to Invest in Green Tourism in Vietnam

Abstract

This study examines the factors influencing Generation Z’s intention to invest in green tourism in Vietnam within the context of a transition toward sustainable growth. Based on the Theory of Planned Behavior (TPB) and studies on environmental values, the research proposes a model comprising seven factors, including three external factors (macroeconomic and financial conditions; government policies and support; local infrastructure and resources) and four internal factors (attitude toward green investment; subjective norms; perceived behavioral control; and awareness of green investment). A mixed-methods approach is employed, in which qualitative research is used to refine the theoretical framework and measurement scales, while quantitative research is conducted through a survey of Generation Z in Vietnam and analyzed using appropriate statistical techniques. The findings are expected to clarify the magnitude and direction of the effects of these factors on green investment intention, thereby providing scientific evidence and practical implications for policymakers, businesses, and related stakeholders in promoting green investment and sustainable tourism development in Vietnam.