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Happiness Green: Promoting Sustainable Consumption Among Vietnamese Youth on Digital Platforms Through Influencers

Author

Listed:
  • Loc Ba Tran

    (FPT University)

  • Le Tran Huynh Nhu

    (FPT University)

  • Huynh Tay

    (FPT University)

  • Tran Nguyen Tuong Vi

    (FPT University)

  • Nguyen Thanh Cang

    (FPT University)

  • Luan Trong Nguyen

    (FPT University)

Abstract

The study sought to determine the influence of happiness on the desire to purchase green products among Vietnamese young via important persons on social media. The study recruited 280 individuals via an online questionnaire with a 5-point Likert scale. The research was conducted in the South of Vietnam in June. The data was analyzed using quantitative approaches such as Cronbach's Alpha Test, Exploratory Factor Analysis, Confirmatory Factor Analysis, and Structural Equation Modeling. According to research results, influencer characteristics such as valuable content and attractiveness will promote feelings of happiness among young customers. Furthermore, factors such as valuable content, influencer experience, and perceived well-being impact young people's purchasing intentions. In which expertise has a negative impact on purchasing intentions. The research also has theoretical value and provides documents for managers to deeply grasp the purchasing attitudes of young people to come up with marketing and product communication strategies to cooperate with influencers to increase perception, well-being, and purchasing intentions of young people.

Suggested Citation

  • Loc Ba Tran & Le Tran Huynh Nhu & Huynh Tay & Tran Nguyen Tuong Vi & Nguyen Thanh Cang & Luan Trong Nguyen, 2025. "Happiness Green: Promoting Sustainable Consumption Among Vietnamese Youth on Digital Platforms Through Influencers," Springer Proceedings in Business and Economics,, Springer.
    • Handle: RePEc:spr:prbchp:978-3-031-77363-1_31
    DOI: 10.1007/978-3-031-77363-1_31
    as

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