Dataset.

As environmental degradation escalates, the critical need to understand green purchasing intentions and behaviours among Vietnamese Generation Z becomes increasingly urgent. Although the Theory of Planned Behavior (TPB) has been extensively applied to study pro-environmental behaviours, there remain discrepancies in how green attitudes, green subjective norms, and green perceived behavioural control influence green purchasing intentions and green purchasing behaviours. This study aims to clarify these relationships within the unique socio-economic and cultural context of Vietnamese Generation Z, a demographic influenced by collectivistic cultural values, generational characteristics, and dynamic economic conditions. These factors may reshape the conventional dynamics of TPB. Utilising quantitative methodologies, this research analysed responses from 237 Vietnamese Generation Z consumers through structural equation modelling to assess the impacts of green attitude, green subjective norms, and green perceived behavioural control on green purchasing intentions and green purchasing behaviours, particularly focusing on the mediating role of green purchasing intentions. The findings demonstrate that green attitude, green subjective norms, and green perceived behavioural control significantly affect both green purchasing intentions and green purchasing behaviours, thereby confirming the mediating influence of green purchasing intentions. This research reaffirms TPB’s relevance in Vietnam’s distinct cultural and economic environment while contributing to the broader TPB literature by exploring the mediating effects among key variables. These results also underscore the need for policymakers and businesses to create community-oriented environmental programs and tailor marketing strategies to enhance pro-environmental purchasing among young consumers.

随着环境退化问题日益加剧，深入了解越南Z世代的绿色购买意愿与行为的紧迫性愈发凸显。尽管计划行为理论（Theory of Planned Behavior，TPB）已被广泛应用于亲环境行为研究，但在绿色态度、绿色主观规范、绿色感知行为控制如何影响绿色购买意愿与绿色购买行为这一议题上，现有研究仍存在认知分歧。本研究旨在越南Z世代这一兼具独特社会经济与文化特征的群体中厘清上述关系——该代际群体深受集体主义文化价值观、代际特质与动态经济环境的影响，这些因素或会重塑计划行为理论的传统作用逻辑。本研究采用定量研究范式，通过结构方程模型对237名越南Z世代消费者的调研数据展开分析，以评估绿色态度、绿色主观规范、绿色感知行为控制对绿色购买意愿与绿色购买行为的影响，重点探究绿色购买意愿的中介作用。研究结果表明，绿色态度、绿色主观规范与绿色感知行为控制均对绿色购买意愿与绿色购买行为存在显著正向影响，由此证实了绿色购买意愿的中介效应。本研究不仅重申了计划行为理论在越南独特文化与经济语境中的适用性，还通过探究核心变量间的中介效应，为计划行为理论的全球研究体系补充了基于越南本土场景的实证证据。本研究结果同时凸显了政策制定者与企业打造面向社区的环保项目、定制适配营销策略以提升年轻消费者亲环境购买行为的必要性。