Evaluating the Consumer Attitude and Behavioral Consumption of Green Products in Vietnam

Abstract

For the past few years, environmental degradation has become increasingly worse. Most nations, particularly developing nations, are experiencing excessive economic expansion, which has decreased natural resources and increased environmental pollution. Numerous nations have created plans to safeguard the environment and lessen harmful human effects on its resources. Transforming to using green products is the most powerful strategy to protect the environment. This study aims to investigate Vietnamese consumers’ decision to buy green products by assessing influencing factors, typically consumer consciousness. Data were collected from consumers across several major cities in Vietnam and analyzed using structural equation modeling (SEM). The primary factors include consumer awareness, consumption trends, reference groups, government policies, demand for green products, and economic factors. Research results show that most of the variables have a positive impact on the transition to green product consumption. Consumer awareness strongly impacts the transition to the consumption of green products and environmental responsibility on green purchase intention. The findings also reinforce the current view that pro-environmental factors override self-interest in buyer decision-making. Research results also show that government policies also affect green consumption behavior. Therefore, the government needs to develop policies to encourage green consumption.

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