Thư viện Phân hiệu Trường Đại học Ngoại thương tại TP. Hồ Chí Minh

Influence of the green marketing mix on green purchase intention among Generation Z in Ho Chi Minh City: The mediating role of environmental attitudes and the moderating role of environmental knowledge

Thông tin XB: TP. HCM: Trường Đại học Ngoại thương, 2026

Mô tả vật lý: 127 p.

Tóm tắt: The study confirms that green marketing mix strategies, particularly green place, significantly drive Gen Z’s green purchase intention by not only directly influencing decisions but also fostering a positive environmental attitude as a crucial partial mediator. Contrary to expectations, environmental knowledge was found to have a minimal moderating effect, suggesting that consumer skepticism or external factors like price and convenience often overshadow the influence of theoretical understanding. ...

Từ khóa: Environmental attitude; Green purchase intention; Green marketing mix; Gen Z consumers

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- Thân thiện
- Dublin core
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