Strategic drivers of green consumption intentions among young consumers in the FMCG sector: An extended theory of planned behavior approach

Abstract

Developing effective green packaging strategies has become a core corporate imperative in the contemporary fast-moving consumer goods (FMCG) sector to mitigate global environmental crises (Intergovernmental Panel on Climate Change [IPCC], 2023). Grounded in an extended theory of planned behavior (TPB) framework, this study investigates the strategic drivers influencing the green purchase intentions of Generation Z and Millennial consumers. Utilizing a sample of 396 valid responses from 396 young consumers in Vietnam, analyzed via partial least squares structural equation modeling (PLS-SEM), the empirical findings indicate that green packaging awareness, quality awareness, and environmental concern significantly shape consumer attitudes, subjective norms, and perceived behavioral control. Crucially, Green Trust serves as a primary psychological mediating mechanism bridging these cognitive antecedents and ultimate green purchase intentions. Additionally, institutional support plays a strategic role in bolstering market trust. These insights provide FMCG corporations and state agencies with critical strategic directions to align product design, communication, and regulatory policies with sustainable consumerism patterns.