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ABSTRACT:

The importance of green lifestyles and environmentally friendly consumption behaviors is increasingly attracting the attention of many people, especially Gen Z. In Vietnam, handmade bamboo and rattan products have always been considered famous traditional products with a strong growth market, and today's young people are extremely interested in such environmentally friendly products. This study applies TPB theory to examine the moderating role of environmental awareness in the relationship between green lifestyle and Generation Z's purchase behavior towards handmade bamboo and rattan products in Vietnam. Through a survey of 402 Gen Z consumers, quantitative data was processed through SmartPLS 4. The research results emphasize the direct positive impact of green lifestyle on consumer behavior of handmade bamboo and rattan products in Vietnam. Along with that, the positive moderating role of environmental awareness in the above relationship was also found. From there, appropriate manegerial and policy implications are proposed, such as raising environmental awareness through educational initiatives, influencers, as well as tightening environmental-related policy institutions. Businesses should also integrate sustainability into their brand identity and supply chain management to enhance their reputation and trust among today's young consumers.

KEYWORDS:

Environmental awareness, generation Z, green lifestyle, handmade bamboo and rattan products, purchase behavior.

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