Factors influencing green consumption behavior of university students: An empirical study at the Banking Academy of Vietnam

Abstract

To assess the factors influencing the green consumption behavior of university students, this study surveyed 215 students at the Banking Academy from March to May 2024. Applying the Theory of Reasoned Action (TRA) and Theory of Planned Behavior (TPB) framework and multiple regression analysis, the research identified two significant factors: awareness of behavioral effectiveness and social influence. These findings suggest that individuals and organizations can develop targeted solutions to improve consumers' attitudes and understanding of environmental issues. This, in turn, can strengthen intentions and promote green consumption behavior among students.