Factors affecting students' green consumption behavior in Ho Chi Minh City

Abstract

The objective of this study is to identify factors affecting the green consumption behavior of consumers in Ho Chi Minh City. The model of the study is established mainly based on the expansion model of The Theory of Planned Behavior (TPB) and the Theoretic Model of Reasonable Action (TRA). By the method of direct survey of 190 consumers and using the method of checking the reliability of the scale (cronbach's alpha) and the method of analysis of the discovery factor (EFA), the scales have been corrected and the factors after the extraction is analyzed (EFA) and the regression of the gland regression calculate, the research results show that there are only 4 of the 5 factors of the research model that affects the green consumption behavior of students in Ho Chi Minh City. In which two factors "concerns about the environment" (QT) and "trust" (TT) have a great impact on the intention of green consumption, thereby indirectly impacting the green consumption of consumers in the city. Ho Chi Minh City. Since then, the research team has proposed specific and practical solutions to promote green consumption behavior of students in Ho Chi Minh City and students across the country in general. These research results may be the basis for businesses or state agencies to provide appropriate strategies and policies to encourage consumers to use green products. In addition, this research can also contribute as a source of future research works in the field of green consumption.