Research on Factors Affecting Green Buying Behavior of Consumers in Ho Chi Minh City

Investigating the elements influencing customers’ purchasing behavior for green products in Ho Chi Minh to analyze, identify, and assess consumer behavior in the region. Data were gathered from 528 consumers. The suggested model was evaluated using structural equation modeling using a bootstrapping approach in Smart-PLS 4.0. Research findings indicate that three factors affect green buying behavior via green purchase intention, ranked as follows: attitude (0.355), perceived behavioral control (0.314), and perceived behavioral control (0.355). Green purchasing intention (0.738) directly affects green purchase behavior, while Subjective Norm (0.291) is the third influencing element. This research seeks to enhance comprehension of the determinants affecting green purchasing behavior among consumers in Ho Chi Minh City and will aid green marketers in capitalizing on the substantial potential within this market segment by developing tailored marketing strategies and plans. The results of this study can enhance organizations’ comprehension of consumers’ green buying intents and shopping behaviors, significantly contributing to environmental sustainability.