[Research Contribution] Study about gen z's purchase intention of using eco-friendly packaging in Ho Chi Minh City through the theory of planned behaviour (TPB) and altruistic - Egoistic values

In the context of increasing environmental pollution, product packaging is becoming one of the "silent culprits" contributing to the enormous amount of waste generated each day. Although consumers, especially Gen Z, are increasingly concerned about the environment, choosing products with eco-friendly packaging has not yet truly become a common behavior. So what is driving, or hindering, this decision?