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- Tác giả: Nguyễn Thanh Tâm
- 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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