The correlation of green marketing and the behavioral intention of green consumption of students in Ho Chi Minh city

Abstract

The study "The correlation of Green Marketing and the behavioral intention of green consumption of students in Ho Chi Minh City" was undertaken to determine the factors affecting the intention to consume ecologically of students at universities and institutions. Based on consumer behavior theory and marketing theory, the following 9 variables have been identified: 1) Environmental Awareness, 2) Environmental Concern and Attitude, 3) Perceived Effectiveness of Green Behavior, 4) Social Influence, 5) Government Initiative, 6) Green Product Characteristics, 7 Green Product Price, 8) Green product Distribution, and 9 (Green Product Promotion), with Green Behavioral Intention as the dependent variable using a sample of 357 observations who are consumers studying and residing in Ho Chi Minh City via survey questionnaires. The findings indicate that following an investigation of Cronbach's Alpha reliability and exploratory factor analysis EFA, the authors accept 7 components correlated with twenty-three particularly observable variables. The regression step revealed three characteristics influencing the desire of HCMC students to engage in Green Behavioral Intention: (1) Characteristics of Green Products, (2) Environmental Concern and Attitude, and (3) Environmental Awareness. Green Product Characteristics are the most influential factor in green consumer behavioral intention. The Perceived Effectiveness of Green Behavior and Government Initiative do not fit the research model. Academically, the research has aided in the development of the scale for measuring green consumption intentions. Simultaneously, this study discusses governance implications to assist firms and marketing professionals in Vietnam in developing appropriate strategies for environmental protection and sustainable economic development. Additionally, the group of authors discussed the topic's limitations and offered future research directions