Factors affecting the green consumption behavior of tourists to Hanoi

Faced with the increasingly evident impacts of globalization and climate change, the green consumption trend is reshaping the behavior of tourists worldwide, especially in the tourism sector. Hanoi, with a focus on becoming a sustainable urban area, has set a goal of achieving net-zero emissions by 2050, thereby gradually integrating environmental factors into tourism policies and activities. One of the activities contributing to this goal is green consumption activities. In addition to the people living in Hanoi, tourists are one of the components playing an important role in promoting this goal through green consumption behaviors. Using the AHP method, this study evaluates the factors affecting the green consumption behavior of tourists to Hanoi through the verification of the assessments of the expert panel. The results show that there are four main factors affecting the green consumption behavior of tourists to Hanoi, which are “Tourist awareness”, “Availability of green products”, “Environmental concern”, and “Social influence”. Specifically, among the four groups of factors analyzed, “Availability of green products” shows the greatest level of influence on the green consumption behavior of tourists. Next are “Tourist awareness” and “Social influence”, while “Environmental concern” shows a relatively lower impact than the remaining factors. Keywords: Green Consumption, Green Products, Consumer Behavior, Sustainable Tourism Development, Green Tourism.