Dataset on Generation Z's green purchase intentions toward packaged non-alcoholic beverages: Evidence from Vietnam

This data article contributes a dataset capturing the factors affecting Generation Z's green purchase intentions (GPI). The examined factors include green marketing (MAR), green brand image (IMA), attitude toward green products (ATT), environmental knowledge (KNO), and environmental concern (CON). Specifically, the survey focuses on green purchase intention in the non-alcoholic beverages industry, an attractive sector in Vietnam that receives significant attention and investment from both domestic and foreign businesses, mainly targeting young consumers. The data collection process was carried out from December 2024 to April 2025 using a structured questionnaire, yielding 436 valid responses from participants across all 13 provinces and cities of the Mekong Delta in Vietnam. This delta region's youthful demographic structure presents significant opportunities for businesses' market development. The dataset provides valuable insights into young consumers' green purchase intention. This is critical information for businesses in the non-alcoholic beverages industry, particularly those interested in green marketing strategies. Additionally, it serves as a foundation for broader studies across different markets or fields.