Determinants of Gen Z consumers’ intention to use biodegradable bags in Tra Vinh
Published: August 3, 2026
Abstract
This study examines the determinants of Gen Z consumers’ intention to use biodegradable bags in Tra Vinh City within the broader context of promoting sustainable consumption. Grounded in the Theory of Planned Behavior (TPB) and Innovation Diffusion Theory (IDT), the proposed model incorporates five key factors: perceived effectiveness, social influence, perceived convenience, environmental awareness, and price perception. Data collected from 319 respondents were analyzed using Cronbach’s Alpha, exploratory factor analysis (EFA), and ordinary least squares (OLS) regression. The results indicate that perceived effectiveness, social influence, perceived convenience, and environmental awareness exert significant positive effects on usage intention, whereas price perception demonstrates a significant negative impact. The model accounts for 53.3% of the variance in intention, providing empirical insight into the behavioral drivers of environmentally responsible consumption among young consumers.
Keywords
biodegradable bagsconsumersGen ZTra Vinh
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