The impact of eco-guilt on green consumption behavior among students at the university of economics Ho Chi Minh City (UEH)

Abstract

Eco-guilt, the feeling of remorse associated with environmental harm, has emerged as a significant psychological factor influencing sustainable consumer behaviors. This study examines the impact of eco-guilt on green consumption behaviors among students at the University of Economics Ho Chi Minh City (UEH). Specifically, it explores the relationships among four key variables: eco-guilt, pro-environmental behavior, green consumption intention, and green consumption behavior. This study primarily adopts a quantitative research approach, gathering data from 399 students via an online survey. Structural equation modeling (SEM) was utilized to examine both the direct and indirect effects of eco-guilt on green consumption behavior.The findings indicate that eco-guilt positively influences pro-environmental behavior, which in turn enhances green consumption intention. Additionally, green consumption intention serves as a significant mediator between pro-environmental behavior and actual green consumption behavior. These results suggest that fostering eco-guilt through awareness campaigns and educational programs may be an effective strategy to promote sustainable consumption among university students. This research contributes to the growing body of literature on eco-emotions and consumer psychology, offering insights for policymakers and marketers to develop strategies that encourage responsible consumption patterns among young consumers