FACTORS AFFECTING CARBON CREDIT CONTRIBUTIONS VIA RIDE-HAILING APPS IN VIETNAM

Abstract

This study investigates the determinants of users' intentions to purchase carbon credits via a ridehailing application, offering insights into voluntary carbon offsetting behavior on digital platforms. Based on data collected from a structured survey of 408 ride-hailing service users in Vietnam, the study applies multivariate regression analysis to examine five factors: environmental awareness, social influence, perceived ease of use, price awareness, and marketing communication. The results reveal that environmental awareness, ease of use, and marketing communication positively influence users' willingness to contribute, while price awareness negatively affects their intention to contribute. Social influence shows a weaker yet significant positive impact. These findings have practical implications for digital platform providers and policymakers, promoting sustainable consumer behavior by enhancing platform design, communication strategies, and pricing transparency. The study contributes to the literature on green consumption by contextualizing voluntary carbon offsetting within mobile app ecosystems in a developing country setting.