Factors affecting green consumption behaviour: Empirical evidence from consumers in Tra Vinh province

Abstract

The article aims to determine the factors affecting the green consumption behaviour of consumers in Tra Vinh province based on the basic research theoretical framework (Theory of planned behaviour by Ajzen - TPB). Data was collected through direct interview with 300 consumers in Tra Vinh province. The results show that the intention to buy green products has a positive impact on consumers’ buying behavior toward green products. Two factors including attitude towards green purchasing and perceived behavioural control positively impact green purchasing behaviour, and these effects act as full mediators through green product purchase intention. The article proposes some recommendations to promote the green consumption behaviour of people in Tra Vinh province in particular and Vietnam in general.