Effect of Green Marketing on Green Consumption Behavior of Students in Ho Chi Minh City

Abstract

Green purchasing behavior is increasingly concerned by society because of its relationship to the environment. Simultaneously, understanding green purchasing behavior is very meaningful for manufacturers and businesses, this is the basis to help marketers build and promote green business models, and also help design the process of delivering green products to customers. Data was collected from 303 university students studying in Ho Chi Minh City by online form. The results demonstrate that green marketing affects the attitude of young people, perception seriousness of environmental problems, perception of environmental responsibility and these factors affect the willingness to buy green products and green product purchasing behavior of students in Ho Chi Minh city.