This study examines the factors influencing green product purchase intention among residents of Thai Nguyen City. The research was conducted in two stages, including a preliminary qualitative phase and a formal quantitative survey. Using a convenience sampling method, 246 valid questionnaires were collected. Cronbach’s Alpha was applied to assess the reliability of the measurement scales, while Exploratory Factor Analysis (EFA) was employed to identify underlying factor structures and serve as a basis for linear regression analysis. The results reveal that five factors have a positive and statistically significant impact on green purchase intention: environmental awareness, health awareness, green product knowledge, price perception, and mass media influence. Among these factors, health awareness was found to have the strongest effect on consumers’ intention to purchase green products. Based on these findings, the study proposes several policy and managerial implications aimed at promoting green consumption and enhancing the development of a sustainable market in Thai Nguyen City.
Nguyen Thi Ha* Mai Diem Lan Huong Nguyen Mai Huong (Sat,) studied this question.