Ethically minded consumer behavior of Generation Z in Vietnam: The impact of socialization agents and environmental concern

With a young population structure, consumers in Vietnam have been becoming driving force and major purchasing power behind the economic development. While ethical issues associated with consumerism topic of discussion society, stepped up to plate by showing positive support for being consumers. It is still unclear, however, whether they are willing actualize their perspective, as alleged attitude—behavior gap commonplace. This research attempted examine influence socialization agents environmental concern on ethically minded consumer behavior (EMCB) drawing framework. The context this Generation Z Vietnam, generation who has growing technology but received lack investigation. sampling 230 based Ho Chi Minh City, results demonstrate that intimate relationships significant impact consumers’ towards dimensions EMCB. In particular, family peers exert substantial effect tendency pay more an product well purchase eco-friendly goods. Media, contrary, not determinant.