Gen Z and Safe Sex Practices: Drivers of Condom Purchase Intention in an Emerging Country
Year: 2025
Type: article
Study design: Observational Study
Abstract: Given the global importance of safe sex practices, understanding what drives condom purchase intention (CPI) among young people is especially critical in emerging regions. Drawing on the theory of planned behavior and protection motivation theory, this study scrutinizes the associations between self-efficacy (SE), perceived behavioral control (PBC), subjective norms (SNs), comfort in purchasing (CIP), information regarding sexually transmitted infections (IRSTIs), embarrassment about negotiation (EAN) and CPI among Generation Z. This study employed a mixed-methods design to examine these relationships in the context of Vietnam, a developing country. Using a sample of 318 participants, the results show that SE, PBC, IRSTIs, and EAN are associated with CPI, whereas SNs and CIP are not. Moreover, the connection between SNs and CPI is weaker among single individuals than partnered ones. Findings offer theoretical and managerial implications, contributing to literature on decision-making concerning safe sex practices, preventive behaviors, and condom marketing in developing nations.
Source: Health Marketing Quarterly
Authors: Viet Quoc Cao, Nhung Trinh, Hung Thanh Tang-Le
Language: English
Subfield: General Health Professions
Field: Health Professions
Domain: Health Sciences
Open Access status: green
OpenAlex ID: W4416896954