Religious Values, Environmental Concern, and Sustainable Consumption among Generation Z in Vietnam
Keywords:
Ecological Stewardship, Green Purchasing, Pro-Environmental Behavior, Structural Equation Modeling, Southeast Asian Youth, Spiritual EthicsAbstract
This study investigates the structural relationships between religious values, environmental concern, and sustainable consumption behavior among Generation Z consumers in Vietnam, examining the mediating role of ecological awareness within an integrated behavioral framework. A quantitative survey design captured responses from 542 Generation Z individuals across major Vietnamese urban centers. Structural Equation Modeling via Partial Least Squares (SEM-PLS) facilitated the assessment of the measurement model and structural paths, evaluating direct and indirect effects among the latent constructs. Empirical findings reveal that intrinsic religious values exert a highly significant positive effect on environmental concern (, ) and a direct positive effect on sustainable consumption behavior (, ). Environmental concern strongly predicts sustainable consumption actions (, ) and acts as a potent partial mediator, channeling the influence of spiritual ethics into tangible ecological purchasing decisions. Spiritual frameworks deeply embedded in Vietnamese society, notably Buddhist and Confucian tenets of moderation and interconnectedness, serve as vital psychological precursors to environmental stewardship. Policymakers and green marketers must integrate socio-religious narratives into sustainability campaigns to effectively mobilize young consumer cohorts toward circular consumption patterns.
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