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

Loc Ba Tran (), Le Tran Huynh Nhu (), Huynh Tay (), Tran Nguyen Tuong Vi (), Nguyen Thanh Cang () and Luan Trong Nguyen ()
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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

A chapter in New Perspectives and Paradigms in Applied Economics and Business, 2025, pp 485-500 from Springer

Abstract: 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.

Keywords: Well-being; Purchase intention; Influencers; Sustainable; Consumptions; Vietnamese youth (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-031-77363-1_31

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DOI: 10.1007/978-3-031-77363-1_31

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