Vietnamese Gen Z consumers' intentions toward carbon offsetting in transportation: An extended Theory of Planned Behavior approach

Abstract

Gen Z, the world's largest generation, has emerged as a strong advocate for environmental protection. Growing evidence highlights that this generation is deeply concerned about their purchasing behavior's social and environmental impacts, driving a shift in consumer expectations. This study examines Gen Z's behavioral intentions to support carbon neutrality in Vietnam's transportation sector. Anchored in the Theory of Planned Behavior (TPB), the research explores the relationships among attitudes, subjective norms, perceived behavioral control, and trust—an additional factor—in shaping Gen Z's intentions toward carbon offsetting. Using a convenience sampling method, a structured questionnaire survey was conducted among 300 Gen Z consumers in Ho Chi Minh City. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to assess relationships and mediating effects among variables. The results confirm that attitudes, subjective norms, and perceived behavioral control positively influence behavioral intention, while trust emerges as the strongest direct predictor of intention among Vietnamese Gen Z consumers. Furthermore, trust significantly affects the key antecedents of intention—attitudes, subjective norms, and perceived behavioral control—indirectly shaping Gen Z's carbon-offsetting intentions in the transportation sector. The results suggest that the extended TPB model, incorporating trust as a factor, serves as an effective framework for understanding Gen Z's behavioral intentions in sustainable consumption. These findings highlight the critical role of trust-building initiatives and provide practical insights for promoting sustainable transportation behaviors among Gen Z through targeted strategies.