Attitudes and behavioural intentions of young people toward green sm ride-hailing service in Ho Chi Minh City

Abstract

The research titled “Attitudes and Behavioural Intentions of young people toward Green SM ride-hailing service in Ho Chi Minh city” aims to identify, compare, and evaluate the factors influencing the attitudes and behavioral intentions of young people towards Green SM Ride-Hailing Service in Ho Chi Minh City. The rapid population growth and air pollution in this area remain significant concerns. Additionally, in the context of global trends towards sustainable development, research on behavioral intentions and attitudes towards green products and services has become an urgent necessity, playing a crucial role in shaping a sustainable future for businesses and society. This is the primary reason the group chose this topic. The group proposes a research model based on theoretical foundations, secondary data sources, and qualitative research results. The target population includes young individuals, including students and working professionals aged 18-25 in Ho Chi Minh City. The research methodology comprises both qualitative and quantitative approaches. The qualitative research was conducted through focus group interviews with 13 individuals who have utilized Green SM electric services. The quantitative research was carried out via an online survey with 418 respondents in Ho Chi Minh City. The data were analyzed using SPSS and AMOS to assess reliability, discriminant validity, and the significance of the variables. The results indicate that most variables in the model are interrelated, except for "Perceived Usefulness" and "Perceived Ease of Use," which do not influence attitudes and behavioral intentions. This phenomenon can be explained by objective factors and the insufficient size of the survey data. In the Ho Chi Minh City market, the prevalence of technology and supporting services has rendered ease of use a common factor, lacking significant differentiation—especially among the youth demographic, who are highly tech-savvy. Furthermore, the group has derived several recommendations and solutions to assist businesses in developing better strategies while promoting policies that encourage environmental protection, thereby enhancing public health and fostering a sustainable and holistic quality of life for society.