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Interaction terms tested:
: PQ × INFLU: Influencer endorsement moderates the relationship between
1
perceived quality and purchasing behavior
: GM × FOMO: FOMO moderates the relationship between green marketing and
2
purchasing behavior
: SI × FL: Financial literacy moderates the relationship between social influence
3
and purchasing behavior.
Figure 1 illustrates the proposed research model and the hypothesized relationships
among the constructs.

Figure 1. Proposed research model
Source: Author
3. Methodology
3.1. Research design and sampling
This study employed a quantitative cross‑sectional research design. The target
population comprised young Generation Z consumers currently enrolled in universities in
Ho Chi Minh City, Vietnam. A convenience sampling approach was adopted, and data
were collected through an online survey (Google Forms) between December 2025 and
January 2026. The final valid sample comprises 153 respondents, exceeding the
recommended minimum of 138 cases based on the 50 + 8k rule of thumb for multiple
regression with 11 predictors (Tabachnick & Fidell, 2013).
Convenience sampling was deemed appropriate given that the target population,
Generation Z university students, is itself a theoretically defined and practically accessible
cohort that constitutes a significant segment of early adopters of sustainable
consumption in Vietnam (Linh & Doan, 2025). However, it is acknowledged that
convenience sampling limits the generalizability of findings beyond this specific
demographic and institutional context; caution is therefore warranted when
extrapolating results to the broader Vietnamese consumer population.
3.2. Sample demographics
The sample characteristics are as follows: 69.3% female (n = 106) and 30.7% male (n
= 47); predominantly second-year students (60.8%, n = 93); majority from the finance-
banking major (73.9%, n = 113); monthly income predominantly in the 2–5 million VND
range (62.1%, n = 95); and 77.8% (n = 119) have participated in green activities.
3.3. Measurement instrument
A structured questionnaire with 45 items measured on a five-point Likert scale (1 =
"Strongly Disagree" to 5 = "Strongly Agree") was developed based on established scales

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