Factors affecting consumers’ green product purchase decisions in Vietnam

Though previous literature on green consumer behavior focuses on the Vietnamese market, the concept of consumer behavior is quite broad and not yet clearly understood. Therefore, this paper aims to focus more on the behavior of consumers in Vietnam in terms of green product buying decisions and their determinants. This study used the research model of Kumar and Ghodeswar (2015) as the methodological input in addition to the variables modeled by them. Data were collected from a total of 350 respondents from 4 locations, namely Hanoi, Da Nang, Binh Dinh, and Ho Chi Minh City. The data were used for EFA, CFA and SEM structural model analysis. The results show that consumers decide to buy green products for many reasons. Such reasons are: they want to support environmental protection, drive for environmental responsibility, support products with green attributes (Eco-label), support the price of green products, and become involved in the green product experience. In particular, social appeal has a significant influence on the decision-making process. The originality of this study is that it examined new factors that influence consumers’ purchase decisions towards green products including products with green attributes (Eco-label) and the price of green products.