Factors affecting green product purchase intention of young consumers in Da Lat City

Abstract

The study aims to determine the factors affecting young consumers' intention to purchase green products aged 18 – 30 in Da Lat City. The study used qualitative research methods and quantitative research with a sample size of 280 observations to determine the factors. The results show that the factors affecting young consumers’ intention to purchase green products in Da Lat City include: (1) Collectivism; (2) Perceived consumer effectiveness; (3) Concern for Self-Image and (4) Reference group influence. Among these, the Collectivism factor has the strongest impact as consumers are more likely to desire green products if they see those around them (family, friends, colleagues, relatives, etc.) using or promoting such products. Accordingly, several managerial recommendations have been proposed for managers to develop suitable policies and business strategies that will encourage green consumer behavior among consumers in Da Lat City.