Explore Young Urban Consumers’ Green Purchasing Behavior: Empirical Evidences from Vietnam

DOI

10.2991/assehr.k.211102.081How to use a DOI?

Keywords

green marketing; green products; green purchasing behavior; young urban consumers; Vietnam

Abstract

Young urban consumers in Vietnam have recently expressed their concerns about the environment. Researchers have discussed some ideas about Vietnamese consumers in general. This paper lays foundations by focus on the group of young urban consumers and explore their behavior toward green purchasing, which has been scantily researched. This quantitative research surveyed 300 respondents of age groups of 15 and 24 in Ho Chi Minh City of Vietnam in December 2019. Sampling technique was used involving respondents with green lifestyle practices and experience in purchasing green products. Exploratory Factor Analysis (EFA) showed the existence of factors that positively and significantly affected buying behavior of young urban Vietnamese consumers. The research concluded that the most substantial factors, which affect young urban Vietnamese consumers’ green purchasing behavior, are the availability and the price of green products. It brought important insight and beneficial implications for firms and organizations which produce and distribute green products in Vietnam.

Copyright

© 2021 The Authors. Published by Atlantis Press SARL.

Open Access

This is an open access article under the CC BY-NC license.

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TY  - CONF
AU  - Nguyen Hoang Mai
AU  - Sandeep Poddar
PY  - 2021
DA  - 2021/11/16
TI  - Explore Young Urban Consumers’ Green Purchasing Behavior: Empirical Evidences from Vietnam
BT  - Proceedings of the 1st International Conference on Research in Social Sciences and Humanities (ICoRSH 2020)
PB  - Atlantis Press
SP  - 634
EP  - 642
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.211102.081
DO  - 10.2991/assehr.k.211102.081
ID  - Mai2021
ER  -