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Altruistic Antecedents and Green Purchase Intentions: Understanding Generation Z’s Sustainable Consumption Behaviors

In: Proceedings of the 8th International Conference on Corporate Social Responsibility and Sustainable Development

Author

Listed:
  • Bui Thanh Khoa

    (Industrial University of Ho Chi Minh City, Faculty of Commerce and Tourism)

  • Tran Khanh

    (Industrial University of Ho Chi Minh City, Faculty of Commerce and Tourism)

  • Do Bui Xuan Cuong

    (Industrial University of Ho Chi Minh City, Faculty of Commerce and Tourism)

  • Le Dao Ngoc Thanh

    (Industrial University of Ho Chi Minh City, Faculty of Business Administration)

Abstract

This paper examined how altruism served as an antecedent in the Theory of Reasoned Action model to clarify Generation Z’s green buying intentions. With Generation Z rising as a particularly environmentally aware population, environmental deterioration has driven a change toward sustainable consumption. The study looked at how altruistic reasons affected attitudes toward green products and buying intentions among 284 Generation Z consumers. The study revealed using PLS-SEM that altruism directly influenced green purchase intentions as well as indirectly via attitudes toward green products. Subjective norms showed the strongest direct influence on purchase intentions and then attitudes. The results underlined the need of appealing to Generation Z’s altruistic values and using peer influence when promoting eco-friendly goods.

Suggested Citation

  • Bui Thanh Khoa & Tran Khanh & Do Bui Xuan Cuong & Le Dao Ngoc Thanh, 2026. "Altruistic Antecedents and Green Purchase Intentions: Understanding Generation Z’s Sustainable Consumption Behaviors," Springer Proceedings in Business and Economics, in: Anu Gupta & Ajay Kumar Bansal & Nguyen Tan Huynh & Siti Rochmah Ika (ed.), Proceedings of the 8th International Conference on Corporate Social Responsibility and Sustainable Development, pages 537-551, Springer.
    • Handle: RePEc:spr:prbchp:978-981-95-4017-4_34
    DOI: 10.1007/978-981-95-4017-4_34
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