Online shopping behaviors of Gen Z: An implication for sustainable development of Vietnam

Abstract

The study aims to analyze the characteristics of online shopping behavior of young people (Gen X) in Vietnam and point out the potential impacts of this behavior on sustainable development in big cities of Vietnam. To achieve this objective, comprehensive literature will be reviewed to understand the online shopping behaviors of Generation Z and the relationship between online shopping and sustainable development goals in Vietnam. A systematic approach was adopted to search for official studies and reports in both English and Vietnamese on the theoretical basis and the practice of online shopping of Gen Z in Vietnam. Then, the document analysis technique is used to review and assess documents - both printed and electronic materials. The research results are expected to provide insights for businesses, policymakers, and stakeholders to attract younger consumers and orient this customer group towards more sustainable online shopping in Vietnam.