The impact of need for status on green purchase intention: A study of Vietnamese Gen Z consumers

Tuan Dung Hoang; Tuyet Mai Nguyen Thi; Hoang Linh Nguyen

doi:10.31893/multirev.2026178

Keywords:

green consumption

need for status

theory of planned behavior

young consumers

Vietnam

Abstract

In recent years, many emerging economies, driven by rapid industrialization and flourishing consumer markets, have increasingly faced the environmental repercussions of their accelerated growth. Vietnam, a developing country in Asia, stands as a clear example; its cities are often choked by pollution, and its coastlines are burdened by plastic waste. As the nation grappled with the environmental fallout of its economic boom, the need to shape pro-environmental consumption behaviors has never been more important. Thus, understanding what guides consumer behavior toward environmentally friendly practices is crucial for fostering green consumption, particularly among younger generations. This study aims to investigate the determinants influencing green purchase intentions among Vietnamese Gen Z consumers by applying the theory of planned behavior (TPB) and incorporating the need for status as an extended predictor. Data were collected from a survey of 360 urban Vietnamese Gen Z consumers. The regression results reveal that attitudes, subjective norms, and perceived behavioral control significantly influence green purchase intentions. Importantly, the need for status was found to be a significant predictor, suggesting that symbolic motivations play a role in shaping pro-environmental purchase intentions. Theoretical contributions are discussed, and practical implications are provided for marketers and policymakers seeking to promote pro-environmental consumption among young consumers in emerging markets. Future research directions are also presented in this study.
References
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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

How to cite

Hoang, T. D., Thi, T. M. N., & Nguyen, H. L. (2025). The impact of need for status on green purchase intention: A study of Vietnamese Gen Z consumers. Multidisciplinary Reviews, 9(3), 2026178. https://doi.org/10.31893/multirev.2026178

[1] Afroz, R., Masud, M., Akhtar, R., Islam, M., & Duasa, J. (2015). Consumer purchase intention towards environmentally friendly vehicles: An empirical investigation in Kuala Lumpur, Malaysia. Environmental Science and Pollution Research, 22(20), 16153–16163. https://doi.org/10.1007/s11356-015-4841-8

[2] Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-T

[3] Anderson, E. T., & Simester, D. I. (2014). Reviews without a purchase: Low ratings, loyal customers, and deception. Journal of Marketing Research, 51(3), 249–269. https://doi.org/10.1509/jmr.13.0209

[4] Armitage, C. J., & Conner, M. (2001). Efficacy of the theory of planned behaviour: A meta-analytic review. British Journal of Social Psychology, 40(4), 471–499. https://doi.org/10.1348/014466601164939

[5] Bamberg, S., & Möser, A. (2007). Twenty years after Hines, Hungerford, and Tomera: A new meta-analysis of psycho-social determinants of proenvironmental behavior. Journal of Environmental Psychology, 27(1), 14–25. https://doi.org/10.1016/j.jenvp.2006.12.002

[6] Chan, R. Y. K. (2001). Determinants of Chinese consumers’ green purchase behavior. Psychology & Marketing, 18(4), 389–413. https://doi.org/10.1002/mar.1013

[7] Chan, W. Y., To, C. K. M., & Chu, W. C. (2015). Materialistic consumers who seek unique products: How does their need for status and their affective response facilitate the repurchase intention of luxury goods? Journal of Retailing and Consumer Services, 27, 1–10. https://doi.org/10.1016/j.jretconser.2015.07.001

[8] Cooke, R., & French, D. P. (2008). How well do the theory of reasoned action and theory of planned behaviour predict intentions and attendance at screening programmes? A meta-analysis. Psychology & Health, 23(7), 745–765. https://doi.org/10.1080/08870440701544437

[9] Cowan, K., & Kinley, T. (2014). Green spirit: Consumer empathies for green apparel. International Journal of Consumer Studies, 38(5), 493–499. https://doi.org/10.1111/ijcs.12125

[10] Djafarova, E., & Foots, S. (2022). Exploring ethical consumption among Gen Z: Theory of planned behavior. Young Consumers: Insight and Ideas for Responsible Marketers, 23(3), 413–431. https://doi.org/10.1108/YC-10-2021-1405

[11] Eastman, J. K., Goldsmith, R. E., & Flynn, L. R. (1999). Status consumption in consumer behavior: Scale development and validation. Journal of Marketing Theory and Practice, 7(3), 41–52. https://doi.org/10.1080/10696679.1999.11501839

[12] Elliott, R. (2013). The taste for green: The possibilities and dynamics of status differentiation through “green” consumption. Poetics, 41(3), 294–322. https://doi.org/10.1016/j.poetic.2013.03.003

[13] Griskevicius, V., Tybur, J. M., & Van den Bergh, B. (2010). Going green to be seen: Status, reputation, and conspicuous conservation. Journal of Personality and Social Psychology, 98(3), 392–404. https://doi.org/10.1037/a0017346

[14] Hair, J. F., Anderson, R. E., Tatham, R. L., & Black, W. C. (1998). Multivariate data analysis (5th ed.). Upper Saddle River, NJ: Prentice-Hall, Inc.

[15] Hofstede, G. (2001). Culture's consequences: Comparing values, behaviors, institutions, and organizations across nations (2nd ed.). Sage Publications.

[16] Huh, J., & Kim, N. L. (2024). Green as the new status symbol: Examining green signaling effects among Gen Z and Millennial consumers. Journal of Fashion Marketing and Management: An International Journal, 28(6), 1237–1255. https://doi.org/10.1108/JFMM-07-2022-0159

[17] Joshi, Y., & Rahman, Z. (2015). Factors affecting green purchase behaviour and future research directions. International Strategic Management Review, 3(1–2), 128–143. https://doi.org/10.1016/j.ism.2015.04.001

[18] Kilbourne, W., & Pickett, G. (2008). How materialism affects environmental beliefs, concern, and environmentally responsible behavior. Journal of Business Research, 61(9), 885–893. https://doi.org/10.1016/j.jbusres.2007.09.016

[19] Ko, S. B., & Jin, B. (2017). Predictors of purchase intention toward green apparel products: A cross-cultural investigation in the USA and China. Journal of Fashion Marketing and Management: An International Journal, 21(1), 70–87. https://doi.org/10.1108/JFMM-07-2014-0057

[20] Kohlova, M. B., & Urban, J. (2020). Buy green, gain prestige and social status. Journal of Environmental Psychology, 69, 101416. https://doi.org/10.1016/j.jenvp.2020.101416

[21] Konuk, F. A., & Otterbring, T. (2024). The dark side of going green: Dark triad traits predict organic consumption through virtue signaling, status signaling, and praise from others. Journal of Retailing and Consumer Services, 76, 103531. https://doi.org/10.1016/j.jretconser.2023.103531

[22] Kutaula, S., Gillani, S., Gregory-Smith, D., & Bartikowski, B. (2024). Ethical consumerism in emerging markets: Opportunities and challenges. Journal of Business Ethics, 191(May), 651–673. https://doi.org/10.1007/s10551-024-05657-4

[23] López-Mosquera, N., & Sánchez, M. (2012). Theory of Planned Behavior and the Value-Belief-Norm Theory explaining willingness to pay for a suburban park. Journal of Environmental Management, 113(Dec.), 251–262. https://doi.org/10.1016/j.jenvman.2012.08.029

[24] Nguyen, L., & Nguyen, H. (2020). Generation Z in Vietnam: The Quest for Authenticity. In The New Generation Z in Asia: Dynamics, Differences, Digitalization (pp. 135–148). Emerald Publishing Limited.

[25] Nguyen, M., & Tambyah, S. (2011). Antecedents and consequences of status consumption among urban Vietnamese consumers. Organizations and Markets in Emerging Economies, 2(1), 75–98. https://doi.org/10.15388/omee.2011.2.1.14291

[26] Nguyen, M., Nguyen, L., & Nguyen, H. (2019). Materialistic values and green apparel purchase intention among young Vietnamese consumers. Young Consumers, 20(4), 246–263. https://doi.org/10.1108/YC-10-2018-0859

[27] Nguyen, T.-P., & Dekhili, S. (2019). Sustainable development in Vietnam: An examination of consumers' perceptions of green products. Business Strategy and Development, 2(2), 127–136. https://doi.org/10.1002/bsd2.48

[28] Ottman, J. (2011). The new rules of green marketing: Strategies, tools, and inspiration for sustainable branding. Berrett-Koehler Publishers.

[29] Parker, H., Bhatti, W. A., Chwialkowska, A., & Marais, T. (2023). Factors influencing green purchases: An emerging market perspective. Sustainable Development, 31(4), 865–876. https://doi.org/10.1002/sd.2426

[30] Parker, L., Watne, T. A., Brennan, L., Duong, T. H., & Nguyen, D. (2014). Self expression versus the environment: Attitudes in conflict. Young Consumers, 15(2), 138–152. https://doi.org/10.1108/YC-06-2013-00383

[31] Pham, T. H., Nguyen, T. N., Phan, T. T. H., & Nguyen, N. T. (2019). Evaluating the purchase behaviour of organic food by young consumers in an emerging market economy. Journal of Strategic Marketing, 27(6), 540–556. https://doi.org/10.1080/0965254X.2018.1447984

[32] Song, Y., Qin, Z., & Qin, Z. (2020). Green marketing to Gen Z consumers in China: Examining the mediating factors of an eco-label–informed purchase. SAGE Open, 10(4), 1–15. https://doi.org/10.1177/2158244020963573

[33] Syed, S., Acquaye, A., Khalfan, M., Obuobisa-Darko, T., & Yamoah, F. (2024). Decoding sustainable consumption behavior: A systematic review of theories and models and provision of a guidance framework. Resources, Conservation & Recycling Advances, 23(Nov.), 200232. https://doi.org/10.1016/j.rcradv.2024.200232

[34] Triandis, H. C. (1995). Individualism & collectivism. Westview Press.

[35] Verplanken, B., & Holland, R. W. (2002). Motivated decision making: Effects of activation and self-centrality of values on choices and behavior. Journal of Personality and Social Psychology, 82(3), 434–447. https://doi.org/10.1037/0022-3514.82.3.434

[36] White, K., Habib, R., & Hardisty, D. J. (2019). How to SHIFT consumer behaviors to be more sustainable: A literature review and guiding framework. Journal of Marketing, 83(3), 22–46. https://doi.org/10.1177/0022242919825649

[37] World Bank. (2022). Accelerating clean, green, and climate-resilient growth in Vietnam. Washington, DC: World Bank. https://documents1.worldbank.org/curated/en/099081524050046294/pdf/P174358-b510d021-44df-48fc-a149-8abc286c7b84.pdf (Accessed May 13, 2025)

[38] Wu, S., & Chen, J. Y. (2014). A model of green consumption behavior constructed by the theory of planned behavior. International Journal of Marketing Studies, 6(5), 119–132. https://doi.org/10.5539/ijms.v6n5p119

[39] Yadav, R., & Pathak, G. S. (2016). Young consumers' intention towards buying green products in a developing nation: Extending the Theory of Planned Behavior. Journal of Cleaner Production, 135(Nov.), 732–739. https://doi.org/10.1016/j.jclepro.2016.06.120

Abstract

References

How to cite