Factors Influencing the Intention to Consume Green Packaging Products among Gen Z and Millennials in the FMCG Sector in Northern Vietnam

This study aims to identify the factors influencing the green packaged product purchase intention of Generation Z and Millennials in the fast-moving consumer goods (FMCG) sector in Northern Vietnam, based on the Theory of Planned Behavior (TPB). Data were collected through an online survey, yielding 396 valid responses from young consumers in Northern Vietnam. The findings indicate that core TPB components—including positive attitudes, subjective norms influenced by media, and perceived behavioral control—are foundational in shaping green intentions. Notably, while environmental awareness is high, consumers still face barriers regarding product accessibility and convenience. The study highlights that building trust and providing supportive policies are essential for transforming these intentions into actual sustainable consumption behavior among younger generations.