Abstract
This research aims at examining factors affecting green purchasing behaviour in Vietnam, by interviewing 297 consumers who are over 18 at the beginning of 2018. Cronbach’s Alpha, exploratory factor analysing and linear multiple regressioning were used. The results show that there are three main factors affecting green purchasing behaviour in Vietnam, arranged by reducing the importance: (1) green promotion activities, (2) information sources, and (3) price of green products. This is one of the first researches in Vietnam about this topic, and the research reveals some suggestions for businesses and governmental administrations to enhance green purchasing behaviour.
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