Economic growth presents firms with both opportunities and challenges. For sustainable development, companies must balance customer needs with promoting green consumption to minimize environmental impact. This study explores factors influencing Generation Z consumers’ inclination to purchase green products in Vietnam, an emerging market. Specifically, it examines how environmental responsibility, subjective norms, awareness of consequences, and social media affect consumers’ attitudes toward green products and their purchase intention. It also investigates how these attitudes influence green products buying. The study employed a quantitative approach using partial least squares structural equation modeling. Primary data from 252 valid responses were analyzed using SPSS version 22 and Smart PLS 3.0. All hypotheses were supported, with social media emerging as the strongest determinant of both attitudes and green purchase intention. The study found a significant gender differences in green purchase intention, with males showing higher intention to purchase. The findings provide valuable insights into Generation Z’s green purchasing habits, benefiting academic researchers, retailers, and marketers in developing targeted retailing and promotional strategies.