Green Consumption Intentions of Consumers at Traditional Markets in Ho Chi Minh City

Abstract

This study analyzes the factors influencing consumers' green consumption intentions in traditional markets in Ho Chi Minh City. Based on the proposed research model, three factors were considered: Perceived environmental benefits, perceived health benefits, and belief in green products. The research results show that all three factors have a positive impact on consumers' green consumption intentions. This implies that when consumers are more aware of the benefits of green consumption for the environment and health, and have increased confidence in product quality, they are more likely to form an intention to choose and use green products. Based on the research findings, this paper proposes several management implications for small traders, suppliers, and regulatory agencies to promote green consumption in traditional markets.