Factors affecting consumers’ green product purchase decisions in Vietnam

Tóm tắt

Previous literature on green consumer behavior in Vietnam has explored various aspects, but the concept remains broad and not fully understood. Therefore, this paper aims to delve deeper into Vietnamese consumer behavior regarding green product buying decisions and their determinants. The study employed the research model developed by Kumar and Ghodeswar (2015) and incorporated variables. Data were collected from 350 respondents across four locations: Hanoi, Da Nang, Binh Dinh, and Ho Chi Minh City. This data was analyzed using Exploratory Factor Analysis (EFA), Confirmatory Factor Analysis (CFA), and Structural Equation Modeling (SEM). The results indicate that consumers decide to buy green products for several reasons, including a desire to support environmental protection, a sense of environmental responsibility, a preference for products to support with green attributes (Eco-label), perceived value, and personal experience with green products. In particular, social appeal was found to have a significant influence on the decision-making process. The originality of this study is that it examines new factors influencing consumers’ green product purchase decisions, including the presence of green attributes (Eco-label) and the pricing of green products.