Fear of Missing Out and Its Impact on Generation Z's Green Consumption Intentions

Abstract

The purpose of this study is to examine the influence of fear of missing out (FOMO) on the green consumption intentions of Gen Z. The study employs a quantitative approach, conducting a survey of 492 Gen Z consumers in Ho Chi Minh City, Vietnam. Data were collected by questionnaires sent directly through social media channels in the fourth quarter of 2024. Through data analysis using SmartPLS 3.0 software, the study discovered two new contributions: (i) FOMO positively affects green consumption intention through the mediating role of attitude, motivation, and subjective norm; and (ii) subjective norm plays a negative moderating role in the relationship between motivation and green consumption intention. These findings contribute significantly to the theoretical framework of young people's consumption behavior. In practice, the study provides empirical evidence for organizations and businesses on the mechanism of behavior formation under the influence of FOMO. This allows them to adjust their marketing strategies, particularly by leveraging the influence of communities and groups, to enhance the impact of FOMO in the sales process.