The roles of moral norm and need for status in predicting green purchase intention: Empirical evidence from Vietnamese gen Z consumers

Based on the Value-Attitude-Behavior (VAB) framework, this study investigates the roles of moral norm and need for status as two important antecedents of green purchase intention among Gen Z consumers in Vietnam. Data were collected from a quantitative survey of 426 urban Gen Z consumers conducted in Hanoi, Vietnam. PLS-SEM was employed to test the proposed model and hypotheses. The results show that all five hypotheses received support from the data, confirming the roles of moral norm and need for status in predicting attitude and purchase intention. Moral norm was found to be a stronger predictor compared need for status. This study contributes to the extant literature by enriching our knowledge of the interesting and important relationships between moral norm and need for status, and their influence toward green purchase intention of Gen Z consumers in Vietnam. Further implications for fostering green purchase among younger Vietnamese consumers are subsequently discussed.