Research on factors affecting green consumption behavior of university students in Vinh Long City

Abstract

In recent years, the demand for green products in Vietnam has significantly increased due to growing environmental awareness. Context: Increasing. Consumers are increasingly adopting "green thinking" and are willing to pay more for eco-friendly products with the environment. Generally, Nowadays the process of consuming green products is extremely quick. Therefore, this study was conducted to explore the factors influencing the green product consumption behavior of university students in Vinh Long City: environmental awareness, health awareness, behavioral control awareness, green marketing, and standard trust in the manufacturer and brand. The convenient sampling method is to select 230 students living in Vinh Long City. The main data is collected from respondents with the help of the questionnaire. After collection, filter the data. You still have 200 valid samples and proceed to analyze the data using SPSS software. The research results show that factors such as environmental awareness, health awareness, behavioral control awareness, green marketing, subjective norms, and trust...Both manufacturers and brands have a positive impact on green consumption decisions. Additionally, the author presents recommendations. The implicit management aims to promote green consumption behavior among students of universities in Vinh Long City. At the same time, the author outlines the limitations of the research topic, contributing to the direction of future studies