Factors affecting students' willingness to participate in green activities in Ho Chi Minh City

Abstract

In the context of climate change and increasingly severe environmental issues, raising awareness to protect the environment have become some of the top concerns of society. In Vietnam, especially in big cities like Ho Chi Minh City, rapid economic development and urbanization have exerted immense pressure on the natural environment. This situation necessitates heightened awareness and the promotion of environmental protection actions, especially among university students - a group with the potential to lead more sustainable changes in the future. This study explores the factors influencing students’ willingness to participate in green activities in Ho Chi Minh City. The research focuses on three main objectives: First, to identify the factors that affect students’ willingness to participate in green activities. Second, to examine and measure the extent to which these factors impact students’ willingness to participate in green activities. Third, to propose practical recommendations for educational institutions and organizations to enhance students’ willingness to participate in green activities. The study is based on the theoretical frameworks of the Theory of Planned Behavior (TPB), the Value-Belief-Norm (VBN) theory and the Norm Activation Model (NAM). Data was collected through surveys using a non-probability sampling method (convenience sampling) from 260 students in Ho Chi Minh City. The research findings reveal the influence of four key factors: (1) Individual Awareness, (2) Social Norms, (3) University Educational Programs and (4) Environmental Risk Perception. Among these, Social Norms (SN) exert the strongest influence, followed by Individual Awareness (IA), Environmental Risk Perception (ERP) and University Educational Programs (UEP). Although the study has certain limitations regarding scope, sample size, research model constraints and the development of effective measurement scales, it still makes valuable contributions to the broader body of research. It expands understanding of the factors influencing students’ willingness to participate in green activities in Ho Chi Minh City. Future research will focus on addressing these limitations while providing additional evidence to foster a deeper and more comprehensive understanding of the subject