Modeling Consumers’ Purchase Intention for Environment-Friendly Packaged Products: An Empirical Study in Vietnam

This study investigated the key factors driving consumers’ purchase intention for environment-friendly packaged products in the Vietnamese market. Interviews with 477 participants were conducted using a quantitative approach. The questionnaires were distributed to the respondents who visited and purchased plant-based milk products at milk stores, supermarkets/hypermarkets, convenience stores, and grocery stores in Ho Chi Minh City, Vietnam’s largest city. The data were analyzed using structural equation modeling. Empirical results have shown that willingness to pay (WTP), personal norms, environmental advertising, and consumer attitude indirectly affect consumers’ purchase intentions. Moreover, eco-label knowledge and environmental concerns significantly affect consumers’ attitudes. These findings contribute to a greater theoretical understanding of how a combination of external and internal stimuli can motivate consumers to engage in environmentally responsible behaviors.