A study of factors influencing intention to purchase green products for individual consumer in Hanoi

Abstract

The aim of the study is to determine the factors affecting the intention to purchase green products of individual consumer in Hanoi city. The article used a combination of qualitative research methods (in-depth interviews) with quantitative research (exploratory factor analysis and regression analysis) with a sample size of 190 observations to determine the factors. The research model identifies 5 factors that affect the intention to purchase green products, including (1) Attitude towards green behavior, (2) Social influence, (3) Environmental concerns, (4) Perceived consumer effectiveness, (5) Eco-label. The test results show that there are 4 factors that positively affect the green buying intention of consumers, including Social influence, Eco-label, Perceived consumer effectiveness, Attitude towards green behavior. In which, the Social Influence factor has the strongest impact because consumers observe referenced people (family, friends, colleagues, relatives, ...) use and media advertise a lot green products, their desire to buy green products will be higher. However, the Environmental concerns do not have an impact on the green purchase intention of consumers identified with two main reasons due to the degree of unwillingness to solve environmental problems because that is too big problem for an individual to solve and information about green products is not available. From the research results, the article has made managerial implication in establishing policies to promote the purchase intention of green products of consumers in the future.