Gen Z and Safe Sex Practices: Drivers of Condom Purchase Intention in an Emerging Country

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.