GREEN LAST-MILE DELIVERY APPROACHES IN E-COMMERCE AND GREEN PURCHASE INTENTION WITH GEN Z – CASE STUDY MEKONG DELTA - VIETNAM

Abstract

In the context of the rapidly evolving e-commerce landscape, the emphasis on sustainable practices has garnered significant attention, particularly in the realm of "Green Last-Mile Delivery." This study explores the concept of "Green Last-Mile Delivery" within the context of e-commerce, specifically targeting the environmentally and health-conscious shopping intentions of Gen Z consumers in the Mekong Delta region - Vietnam. In today's world, as eco-friendly consumption gains widespread acceptance and affordability, to hasten the market adoption of eco-friendly items, having a favorable customer attitude toward green purchasing becomes essential