Drivers influencing consumer’s attitudes and intentions towards purchasing green products in Ho Chi Minh City

Abstract

In the context of socio-economic development, environmental pollution is at an alarming level; it negatively affects human health and life. Therefore, consumers tend to care more about environmental protection. This research was conducted to explain green product purchase intention under the influence of factors including green marketing, health knowledge, environmental knowledge, and long-term orientation. Analyzing results from 321 survey samples proves that all factors influence green product purchasing behavior. In particular, the important role of green marketing and long-term orientation stands out. In addition to making additional theoretical contributions, the results from the research also provide practical implications for managers and marketers in the field of green consumption in devising appropriate strategies.