Key factors shaping students’ intention to choose green industrial products: A Hanoi, Vietnam case study

Abstract

The study employs the extended Theory of Planned Behavior to explore the factors influencing students' intention to consume green industrial products in Hanoi. Utilizing SPSS for data analysis, the research gathers insights from 282 students across six universities in Hanoi, Vietnam. The findings confirm that all proposed hypotheses are supported, highlighting five key factors: Attitudes toward green consumption, Subjective norms, Willingness to pay, Perceived behavioral control, and Environmental awareness. These factors collectively shape students' intentions, reflecting a blend of personal beliefs, social influences, and perceived capabilities. The study underscores the importance of promoting environmental education, enhancing market accessibility, and fostering a supportive social environment to encourage green consumption among students. The findings provide valuable insights for policymakers and businesses aiming to engage young consumers in the Vietnamese market, First, raising awareness is crucial. Educational campaigns should be strategically designed to target students through various media channels. Second, enhancing students' willingness to pay for green products requires creating a supportive environment that encourages sustainable purchasing decisions. Third, fostering a social environment that supports green consumption is essential. Policies that reward both consumers and producers for engaging in green practices can create a culture of sustainability. For example, universities could incorporate sustainability modules into their curricula, fostering the generation of environmentally conscious graduates. Finally, enhancing the branding and appeal of green industrial products is vital for their market success. Collaborating with universities to organize targeted training sessions, awareness campaigns, and promotional events can help in this regard. Competitive pricing strategies, coupled with accessible distribution channels, further increase the attractiveness of these products to the student market. These insights could significantly contribute to advancing sustainable consumption patterns within this demographic.

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