Abstract

This study aims to develop a conceptual model examining the effects of Green Marketing content on TikTok on green purchase intention among Generation Z consumers in Vietnam. Using a qualitative research approach based on a systematic literature review and content analysis of previous studies, the study proposes four dimensions of Green Marketing content on TikTok: green information, entertainment, green message credibility, and interaction. Environmental awareness is proposed as a mediating variable, while green purchase intention is considered the dependent variable. The study contributes to the theoretical foundation of Green Marketing in the context of social media and provides managerial implications for businesses seeking to develop effective green communication strategies targeting young consumers.

Keywords: Environmental awareness, Generation Z, Green Marketing, green products, purchase intention, TikTok.