Year: 2025 | Month: December | Volume: 12 | Issue: 12 | Pages: 854-869
DOI: https://doi.org/10.52403/ijrr.20251286
The Impact of Green Awareness and Social Responsibility on the Green Entrepreneurial Intention of Gen Z in Vietnam
Lai Doan Anh Tuan1, Thai Tri Dung2, Nguyen Phuc Khanh3, Phan Thi Thu Hang4, Lam Pham Nhu An5
1,2,3,4,5Faculty of Business Administration & Marketing, Hung Vuong University of Ho Chi Minh City, Vietnam
Corresponding Author: Thai Tri Dung
ABSTRACT
This study is set in the context of the green transition in big cities in Vietnam, where the start-up ecosystem is growing fast but still lacks quantitative evidence about how green entrepreneurial intention of Gen Z is formed. The aim of the study is to clarify which factors directly and indirectly affect green entrepreneurial intention, focusing on awareness, social norms, social responsibility, educational environment, and perceived green benefits. The study uses a controlled convenience sample based on educational institutions and clubs, and analyzes the data with PLS-SEM software. The results show that the three strongest predictors are subjective norms, perceived behavioral control, and green entrepreneurial attitude. From this, the key solutions are experiential sustainability education, training to increase self-efficacy, activating supportive social norms through peer mentoring, building community networks, and using transparent communication to manage green skepticism.
Keywords: Subjective norms; Green entrepreneurship; Perceived behavioral control; Social responsibility; Green entrepreneurial intention.
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