Nghiên cứu sinh Hoàng Tuấn Dũng bảo vệ luận án Tiến sĩ
ORIGINAL CONTRIBUTIONS OF THE DISSERTATION
Dissertation title: Determinants of green consumption behavior among Vietnamese Gen Z: The roles of ethics and need for status
Specialization: Business Administration (E-PhD) Specialization code: 9340101
PhD candidate: Hoang Tuan Dung
Supervisor(s): Prof.Dr. Nguyen Thi Tuyet Mai
Institution: National Economics University
Original contributions on academic and theoretical aspects
The dissertation enriches existing theories of green consumption through two primary theoretical contributions.First, the study expands the application of the Hunt-Vitell’s Theory of Ethics by empirically validating its core ethical reasoning process within the context of green purchasing. The findings demonstrates that both deontological and teleological evaluations significantly predict ethical judgment which, in turn, drives green purchase intention. This provides evidence for the relevance of ethical reasoning theory in explaining green consumption behavior. Second, the study introduces and tests the need for status construct as an additional motivational driver within the Hunt-Vitell framework. The results confirm that need for status operates as an independent and complementary path influencing green purchase intention, offering a novel perspective on green consumption behavior. This helps show that pro-environmental behavior may be guided not only by internalized ethical judgment but also by social aspiration and status signaling. The dissertation empirically teststhis integrated dual-path model using Structural Equation Modeling (SEM) with data collected from urban Vietnamese Gen Z consumers. The results confirm the coexistence of ethical and status-driven pathways in shaping green purchase intention in an emerging, status-conscious economy.
Recommendations derived from the findings of the dissertation
The findings show that Vietnamese Gen Z consumers are primarily driven by teleological evaluation, focusing on tangible and social outcomes, with ethical judgment mediating behavior and need for status exerting a secondary but significant influence. For businesses, marketing should emphasize both practical benefits (e.g., health, savings, community impact) andstatus-based appeal of green products. Policymakers should highlight collective outcomes, strengthen eco-certification and affordability, and institutionalize recognition programs that link ethical action with prestige. Educational institutions should embed outcome-based sustainability learning, foster peer-led initiatives, and integrate sustainability into campus operations. Across sectors, strategies that align moral responsibility with social aspiration and reduce structural barriers can effectively translate Gen Z’s ethical reasoning into consistent green behavior.
