RESEARCH OF FACTORS THAT IMPACT ON THE INTENTION TO CHOOSE GREEN PRODUCTS OF CONSUMERS IN HANOI CITY

Abstract

This study aims to measure and evaluate the research model of consumers' intention to choose green products in Hanoi city. Specifically, it examines the
relationship between the factors of perceived price, perceived product quality, social value, knowledge about green consumption, environmental awareness,
and emotional value to intention. green product choice of consumers. Survey results of 738 samples and research analysis by the method of linear structural
modeling (SEM) to test the scale and research model. The study shows that the perceived factors of product quality, social value, knowledge about green
consumption, and emotional value directly affect consumers' intention to choose green products. In addition, the study also highlights the role of mediators of
emotional value in the relationship between the following factors: perception of product quality, social value, knowledge of green consumption, and awareness
of environmental factors on consumers' intention to choose green products.