Influences of Green Marketing on Students’ Green Consumption Decision at Ho Chi Minh City University of Economics and Finance, Vietnam

Tóm tắt

In recent years, green consumption in Vietnam has emerged as an important trend as consumers are increasingly concerned about the environment and health. Awareness of the negative impacts of traditional products has promoted a shift to environmentally friendly options, from organic foods to household products without toxic chemicals. Businesses are also actively developing and promoting green products to meet the growing demand. This study applies to mixed research method including both qualitative and quantitative methods in range of Ho Chi Minh City University of Economics and Finance (UEF), Vietnam. The research results show that the proposed model includes factors such as: Green product, Green price, Green place, Green communication, Environmental awareness affecting Green consumption decisions through the mediating factor of Attitude. In which, the factor of Trust is a positive moderator variable to Green consumption decisions of students at UEF. The study offers recommendations for businesses and policy makers to promote green consumption, especially among students, enhancing efficiency and environmental protection.