FACTORS AFFECTING THE ECO-FRIENDLY BAGS CHOOSING BEHAVIOR OF PEOPLE IN HUE CITY

Abstract

The study was carried out with the aim of determining the factors affecting the behavior of choosing eco-friendly bags of people in Hue city. Combining face-to-face and online forms, data was collected from 254 survey participants. The results showed that the behavior of choosing eco-friendly bags of people in Hue city was effected by four factors, namely, in order of importance: media, social value, epistemic value and emotional value. In addition, the study also discovered the positive moderating role of media on the relationship between social values, emotional values ​​and behavior of choosing environmentally friendly bags. Finally, the article discussed the research results and suggested some policies to promote the behavior of choosing eco-friendly bags of people in Hue city in the coming time.