##plugins.themes.huaf_theme.article.main##
Abstract
In the context of escalating urban air pollution in Vietnam, green mobility services like Xanh SM are emerging as sustainable alternatives to traditional transportation. This research aims to identify the factors influencing the willingness of Vietnamese Gen Z to pay a premium for the Xanh SM service. Data was collected from 308 individuals (aged 14-29) in Ho Chi Minh City. The findings indicate that customers' ecological awareness and knowledge positively influence their interest. Awareness and interest also have a positive impact on willingness to pay more. However, awareness is found to have a negative effect on willingness to pay more. The study clarifies the AIDA model and the Norm Activation Model, providing practical implications for businesses to raise awareness, enhance service quality, and refine communication strategies.
Keywords: Green mobility; Gen Z; Green transportation; Customers' willingness to pay a premium; Xanh SM.