factors affecting consumption behavior of green products in hanoi

FOREIGN TRADE UNIVERSITY FACULTY OF INTERNATIONAL ECONOMICS RESEARCH PROPOSAL ASSIGNMENT FOR FINAL EXAM Subject RESEARCH METHODOLOGY FOR ECONOMICS AND BUSINESS Topic FACTORS AFFECTING CONSUMPTION BEHA.

FOREIGN TRADE UNIVERSITY FACULTY OF INTERNATIONAL ECONOMICS - RESEARCH PROPOSAL ASSIGNMENT FOR FINAL EXAM Subject: RESEARCH METHODOLOGY FOR ECONOMICS AND BUSINESS Topic: FACTORS AFFECTING CONSUMPTION BEHAVIOR OF GREEN PRODUCTS IN HANOI Group: Class: KTEE206 (GD1-HK1-2223).1 Intake: K60 Instructor: Professor Pham Thi Cam Anh Ha Noi, October 2022 1 THE URGENCY OF THE SUBJECT 1.1 Reasons for choosing the topic After the industrial revolution, the world economy changed drastically, along with the miraculous economic growth rate of many countries However, the exploitation of nature by humans is increasingly damaging the environment A range of global and regional ecological, environmental and resource security issues, such as global warming, the occurrence of climate anomalies, such as floods, droughts, tsunamis depletion of resources, destruction of species, and adverse effects on human health are the price to pay for the industrialization process Currently, Green Purchasing is growing rapidly around the world, promoting production enterprises and consumers to consume environmentally friendly products In Vietnam, although there are no separate regulations on green consumption; many contents related to green consumption and sustainable consumption were soon included in the policy, integrated and regulated in many documents of the Party and State In addition, movements and action programs on green consumption have also been widely launched across the country, attracting a large number of participants Climate change has direct impacts on all human socio-economic activities, especially for coastal countries like Vietnam Recent studies have shown that human activities are one of the direct causes of climate change, especially when it comes to greenhouse gas emissions, which is mainly generated by production and consumption activities Concerned about the direct consequences of environmental problems, and receiving extensive information from the propaganda activities of environmental protection organizations, the world's consumers are gradually forming a trend The new consumption trend is green consumption or environmentally friendly consumption This will contribute to transforming and forming a new form of competition in the near future The study of factors affecting the intention to buy green products is a matter of great urgency to provide a scientific basis for business strategy development, and policy making for businesses From there, sustainable development goals could be achieved through policies which help encourage and meet green consumption needs of customers Therefore, green consumption is the top concern of businesses The topic needs to be researched in a scientific way to promote business efficiency, as well as meet the needs of green consumption For these reasons, the authors decided to choose the topic "Factors affecting consumption behavior of green products in Hanoi" as their research topic From there, it is possible to propose some managerial implications to help businesses improve their marketing activities to encourage and meet the green consumption needs of consumers 1.2 Objectives of the research General objective: The objective of this thesis is to evaluate the impact of factors affecting green consumption behavior of consumers in Hanoi city From there, the authors determine the influence levels and propose managerial implications for developing green consumer behavior Detail goal: ● Determining the factors affecting the green consumption behavior of consumers in Hanoi city ● Determining the level of impacts of factors affecting green consumption behavior of consumers in Hanoi city ● Contribute some ideas to develop activities to promote customers’ green buying behavior 1.3 Scope of the research Research object: Buying behavior of green products of consumers Research space: Hanoi market The time to carry out the research on the topic is from October 2022 to November 2022 1.4 Research question (1) What factors affect the green consumption behavior of consumers in Hanoi city? (2) How these factors affect the green buying behavior of consumers in Hanoi city? (3) What are the appropriate solutions to improve the green buying behavior of consumers in Hanoi city? THEORETICAL BASIS 2.1 Basic concepts 2.1.1 Green consumption Green consumption is the purchase and use of environmentally friendly products that not harm human health and not threaten the natural ecosystem (Shrum & Shenhav, 1995) Green consumption is understood as part of sustainable consumption Green consumption is the act of buying, using, and discarding in which consumers consider their responsibilities to society and the environment by minimizing their impact on the environment, while still meeting meeting individual needs and desires, ensuring quality of life in daily living - eating - working activities (Shrum & Shenhav, 1995) 2.1.1 Green consumers A green consumer is anyone whose buying behavior is influenced by concern for the environment (Shrum & Shenhav, 1995), specifically those who “avoid products that are harmful to their health or others, avoid products that are hazardous to the environment in the production process, as well as products that use waste, consume waste of energy, use of raw materials threatens the sustainability of the environment” (Strong & Mattox, 1996) According to researchers around the world on green consumption behavior, they found different characteristics and levels in green consumers Another study by Outman (1998) shows that the Roper Organization has identified five consumer market segments in the US based on their level of commitment to the environment First, “except blue green” consumers strongly believe that their actions have an impact on the environment, they are willing to invest more in green products and are willing to participate in ecological activities such as recycling, organic waste treatment They are the most environmentally conscious group of consumers and will definitely buy green products from companies that are truly environmentally conscious “greenback green”, consumers also invest more in green products but are not willing to participate in environmental protection activities To protect their lives These consumers only engage in environmental activities through monetary means Third, ''sprouts'' are consumers who support environmental regulations but are less likely to pay only for green products Private "grousers" believe that solving environmental problems does not Ultimately, "basic brown" is no personal, commercial or political effort that can solve the ecological problem Thus, from this definition, it shows that consumers in the first three segments are interested in the environment, but only the first two segments are willing to pay for eco-friendly products school The remaining two segments are mostly not responsible for environmental issues According to Kumar and Ghodeswar (2015), green consumers are described as those who take environmental factors into account in their decision to purchase and use products and intend to change their product purchasing and consumption behavior to reduce environmental impact 2.1.2 Consumer behavior According to Philip Kotler (2012), “Consumer buying behavior is the totality of actions that consumers reveal in the process of exchanging products, including: investigating, purchasing, using, evaluating and spending on goods and services services to satisfy their needs” It is also possible to consider consumer behavior as the way in which consumers will make decisions about the use of their assets (money, time, effort ) related to the purchase and use goods and services to satisfy individual needs 2.2 Theoretical research models 2.2.1 Theory of rational action - TRA Theory of Reasoned Action defines the relationship between attitudes and behavior in human actions (Ajzen & Fishbein, 1980) The theory of rational action is used to predict behavior based on a person's inherent behavioral intentions and attitudes A person will act based on the results they expect from performing the behavior (Vallerand et al, 1992) Figure Theory of Reasoned Action model (TRA) Source: Ajzen & Fishbein (1980) From research on social psychology, models and theories of persuasion, attitude, two psychologists Martin Fishbein and Icek Ajzen have developed a theoretical model of rational action (TRA), showing that there is a relationship between attitude towards behavior, subjective norm that affects behavioral intention and has an impact on human behavior (Ajzen & Fishbein, 1980) However, the theory of rational action is not a complete theory to analyze human behavior (Cooke & French, 2008) According to Ajzen (1991), it does not ensure the implementation of the intended behavior The limitations of the theory arise from the assumption that behavior is controlled by the will, and the fact that the behavior does not necessarily have to be done from the existing intention Another limitation is that attitudes and behavior sometimes are not associated with intention Therefore, the theory of rational action can only be applied to pre-intentioned behavior, this theoretical model cannot be applied to habits, unconscious actions, etc (Ajzen, 1991) In subsequent studies, Martin Fishbein and Icek Ajzen have continuously worked to overcome the limitations of the theory of rational action 2.2.2 Theory of Planned Behavior – TPB The Theory of Planning Behavior is a theory that defines the relationship between a person's beliefs and behavior (Ajzen, 1991) The theory of planned behavior is extended from the theory of rational action (Ajzen & Fishbein, 1980) According to Ajzen (1991), the theory of planned behavior aims to improve the theoretical model of the theory of rational action by adding to the model of cognitive factors controlling behavior, overcoming the limitation of thinking that human behavior is completely controlled by reason The theory of planned behavior is the most widely used and cited behavioral theory (Cooke & Sheeran, 2004) It is applied to many different research fields such as marketing, sports, health, etc Figure Theoretical model of planned behavior (TPB) Source: Ajzen (1991) The theoretical model of planned behavior holds that behavior can be predicted or explained by intentions to perform that behavior According to Ajzen (1991), intention is a function of three factors: Attitude towards the Behavior; Subjective Norms; Perceived Behavioral Control 2.3 Previous studies related to the topic 2.3.1 Domestic research 2.3.1.1 Research by Mai Ngoc Dinh (2018) Author Mai Ngoc Dinh (2018) did research on the topic "Factors affecting consumers' intention to buy green products in modern retail channels in Ho Chi Minh City" The main purpose of the study is to measure the influence of factors on consumers' intention to buy green products in modern retail channels in Ho Chi Minh City Based on theoretical basis and qualitative research, the author has identified factors affecting consumers' intention to buy green products in modern retail channels in Ho Chi Minh City, including: Green brand positioning, Green brand knowledge and Green brand attitude The official study was conducted through a quantitative survey questionnaire on 300 customers who shopped in retail channels in Ho Chi Minh City The measurement scales of the research concepts of the article all meet the requirements of reliability and validity as shown by the results of Cronbach alpha and factor analysis EFA, SEM The results of SEM analysis show that there are factors that have a positive impact on the intention to buy green products of customers shopping in modern retail channels in Ho Chi Minh City, which are Green brand positioning, Thai Green Brand Orientation and Green Brand Knowledge Intention to buy green products Figure Research model of Mai Ngoc Dinh (2018) Source: Mai Ngoc Dinh (2018) 2.3.1.2 Research by Hoang Trong Hung and colleagues (2018) Author Hoang Trong Hung et al (2018) conducted a study on the topic "Factors affecting green consumption behavior of consumers in Hue city" The objective of this study is to determine the factors affecting the green consumption behavior of consumers in Hue city The model of the study is established based on the extended model of the theory of planned behavior (TPB) By directly surveying 200 consumers and using the Structural Equation Modeling (SEM) model, the research results show that there are two main factors affecting green consumption intention Indirectly affecting green consumption behavior of consumers in Hue city is the attitude towards green consumption and concern for the environment For such reasons, it is necessary to improve consumers' attitudes and understanding of environmental concerns in order to enhance consumption intentions and promote green purchasing behavior of consumers in Hue city Figure Research model of Hoang Trong Hung and colleagues (2018) Source: Hoang Trong Hung et al (2018) 2.3.1.3 Research by Duong Thi Anh Tien and colleagues (2021) Author Duong Thi Anh Tien and colleagues (2021) have researched the topic "Factors affecting green consumption behavior of Quang Ngai people: Approaching the perspective of social responsibility" The objective of the article is to analyze the factors affecting green consumption behavior of Quang Ngai people The study’s approach to social responsibility is based on the theory of rational behavior (TRA) and theory of planned behavior (TPB) Using a survey sample of 491 consumers in Quang Ngai city and quantitative analysis methods, the research results show that from factors proposed in the original research model, the results of factor analysis are reduced to factors that have a positive impact on the green consumption behavior of Quang Ngai people Figure Research model of Duong Thi Anh Tien and colleagues (2021) Source: Duong Thi Anh Tien et al (2021) 2.3.2 Foreign studies 2.3.2.1 Chan and Lau's research (2002) Authors Chan and Lau’s study (2002) aimed to examine the applicability of the Theory of Planned Behavior to green purchasing behavior in Chinese and American cultural environments Consumers in Shanghai and Los Angeles were surveyed, and the related structural equation model analysis indicated a satisfactory extrinsic validity of the model in explaining eco-friendly purchases of Chinese and American consumers According to the research’s result, there are factors affecting green consumption behavior, including: Reducing environmental problems, Resource saving, Product price, Social responsibility, and High risk Figure Research model of Chan and Lau (2002) Source: Chan and Lau (2002) 2.3.2.2 Boztepe's research (2012) Author Boztepe's research on the topic "Green Marketing and its impact on consumer buying behavior (Green Marketing and Its Impact on Consumer Buying Behavior)" (2012) aimed to provide information on the impact of green marketing on customer buying behavior Environmental issues are the reason why green marketing appeared, mentioned, and the concepts of green marketing and green consumers are explained Then, along with the literature review, hypothesis development has been continued and the studies have been carried out on this topic up to now The results of the questionnaire conducted on 540 consumers in Istanbul were statistically evaluated According to the analysis results, environmental awareness, green product features, green promotional activities and green prices positively affect green purchasing behavior of consumers Figure Research model of Aysel Boztepe (2012) Nguồn: Aysel Boztepe (2012) 10 RESEARCH MODEL PROPOSAL 3.1 Model proposal basis The research model is built on the basis of inheriting previous studies related to the topic, and more specifically, the quizzes inherited by students as follow: Table Summary of factors affecting green consumption behavior No Factor Source Green Brand Knowledge Mai Ngoc Dinh (2018) Attitudes that influence green brands Mai Ngoc Dinh (2018) Green brand positioning Mai Ngoc Dinh (2018) Attitude Hoang Trong Hung et al (2018) Subjective standards Hoang Trong Hung et al (2018) Environmental concerns Hoang Trong Hung et al (2018) Cognitive control of behavior Hoang Trong Hung et al (2018) Availability of green products Hoang Trong Hung et al (2018) Supporting environmental protection Duong Thi Anh Tien et al (2021) 10 Environmental responsibility Duong Thi Anh Tien et al (2021) 11 Awareness of the effectiveness of green products Duong Thi Anh Tien et al (2021) 12 Environmentally friendly businesses Duong Thi Anh Tien et al (2021) 13 Social Appeal Duong Thi Anh Tien et al (2021) Duong Thi Anh Tien et al (2021) 14 Price Boztepe (2012) Chan and Lau (2002) 15 Environmental awareness Boztepe (2012) 16 Product Features Boztepe (2012) 17 Green Marketing Boztepe (2012) 11 18 Alleviating environmental problems Chan and Lau (2002) 19 Resource savings Chan and Lau (2002) 20 Corporate Social Responsibility Chan and Lau (2002) 21 High risk Chan and Lau (2002) Source: General Author 3.2 Research model proposal Based on the inheritance of previous research on purchasing behavior, the authors apply inheritance of previous research models The authors select appropriate factors to apply to the consumer case study in Hanoi as follows: (1) Attitudes to the environment; (2) Awareness of responsibility towards the environment; (3) Green product characteristics; (4) Prices of green products; (5) Social influence The proposed research model is as follows: Figure Proposed research model Source: Author group synthesis and recommendations 3.3 Hypotheses in the research model 3.3.1 Attitude to the environment According to the definition of Ajzen, (1985, 1991) attitude towards the environment reflects the preferences of consumers and the overall assessment of a green brand of a business Consumers are more interested in products that are healthy and have less impact on the environment, and they are willing to pay more to buy green products with environmentally-friendly ingredients and green and clean brands Moreover, consumers even tend to boycott businesses that affect the environment in the production and business processes This trend represents a 12 positive change in consumption, increase in consumer awareness, and how consumers' desires would certainly change the way businesses produce The authors propose the hypothesis: Hypothesis H1: Attitude to the environment has a positive influence on the purchasing behavior of consumers in Hanoi city 3.3.2 Awareness of environmental responsibility A consumer with an awareness of responsibility for the environment can be understood as someone who understands his responsibility to future generations and all of humanity in the use of his resources Environmentally conscious consumers can assess the presence of environmental resources, their cost of use as well as the impact of this use on the environment and on themselves The proposed hypothesis is (Chan & Lau, 2002): Hypothesis H2 : Awareness of environmental responsibility has a positive influence on consumer buying behavior in Hanoi city 3.3.3 Green product characteristics According to Boztepe (2012), green product characteristics are understood through product friendliness, which is relative in nature and can change over time, influenced by context and expectations, which is similar to other perceived or evaluative phenomena According to Chiou et al (2011), green product characteristics are considered to be competitive in terms of friendliness and less harmful to the environment A product is considered superior to a conventional or competitive product if it causes less burden and damage to the environment in terms of energy and raw materials, emissions, domestic wastewater, solid waste and other environmental arisings throughout its product life cycle In other words, a green product is a product that causes less negative consequences for the ecosystem and surroundings through its creation and existence The authors hypothetically propose that: Hypothesis H3 : Green product characteristics have a positive effect on consumer buying behavior in Hanoi city 3.3.4 Green product prices Green product pricing is the customer's perception of the time, money and effort associated with the direct costs that customers can spend in relation to the process of using green products Hoang In Hung et al (2018) This includes costs such as related procedures, the cost of finding a green brand, the cost of losing an existing service, and the customer's valuation of the service These costs affect purchasing behavior in the same direction The hypothesis proposed by the authors is: 13 Hypothesis H4 : The price of green products has a positive effect on the buying behavior of consumers in Hanoi city 3.3.5 Social influence Social influence is the impact of society such as friends, family, people around or media and social networks on the audience, which affect their behaviors The hypothesis is (Ajzen, 1991): Hypothesis H5 : Social influence has a positive effect on consumer buying behavior in Hanoi city RESEARCH METHODS The first stage: Designing the scale to carry out quantitative research The author refers to relevant studies at home and abroad to build the scale From there, the authors define the survey subjects as consumers in Hanoi Second stage: Process data and make conclusions and recommendations This phase is carried out through surveys and SPSS 25.0 software to perform descriptive statistical analysis, test Cronbach's Alpha scale, exploratory factor analysis (EFA), model testing and hypotheses (Pearson correlation, linear regression), population mean test and difference test (T-Test, ANOVA) 4.1 Research sample and data collection method How to determine the study sample size: According to Hair et al (2014), the minimum sample size to use the EFA method is 50, preferably 100 or more The ratio of observations to an analyte is either 5:1 or 10:1, which is suggested by some researchers to be 20:1 “Number of observations” is simply understood as the number of valid questionnaires required, “Measurement variable” is a measurement question in the survey N = * Number of measurement variables participating in EFA Because the study used an existing research model that was carried out in foreign markets, the industry as well as the research area has a diverse population By selecting survey subjects who have known and bought green food for survey and data collection In this study, with a survey using a 5-level Likert scale (corresponding to observed variables of different factors), the author applied the formula of Hair et al (2014) with the ratio ratio 5:1 Therefore, the sample size of the author used in this study is 200 to ensure the minimum reliability to conduct data analysis 14 4.2 Data processing method 4.2.1 Cronbach's Alpha reliability test All scales are evaluated for reliability through Cronbach's Alpha reliability coefficient of statistical software SPSS version 20.0 The scale used in this study will continue to be evaluated by Cronbach's Alpha reliability coefficient This coefficient was discovered in 1951 and used to measure the reliability of the scale according to the internal consistency method Cronbach's Alpha coefficient is calculated according to the following formula: With: k is the number of observed variables in the scale; i is the variance of the ith observation variable, r is the variance of the total scale The scales used in the study are tested for reliability with the Cronbach's Alpha coefficient at least ≥ 0.6, which can be used in case the concept of the scale is new or new to respondents in the research context Research (Trong & Ngoc, 2008) 4.2.2 Exploratory factor analysis (EFA) EFA exploratory factor analysis method to test the scale's value convergence The KMO coefficient (Kaiser-Meyer-Olkin) must be ≥ 0.5 Observable variables with factor loading ≤ 0.5 will be removed Eigenvalue stops >1 and total variance extracts ≥ 50% The factor analysis was carried out through the statistical software SPSS 20.0 for Windows with the factor extraction method (the default method is Principal components analysis), the factor rotation method Varimax procedure (rotate the factor angles to minimize the number of variables with large coefficients at the same factor, thus enhancing the ability to explain factors) and the breakpoint when extracting factors with an Eigenvalue of The Kaiser-Meyer-Olkin measure of sampling adequacy (KMO) is an index used to consider the adequacy of factor analysis A large KMO value (between 0.5 and 1) means that factor analysis is appropriate, whereas if the KMO index is less than 0.5, factor analysis is likely to be inappropriate for the data 4.2.3 Pearson's correlation analysis The authors use Pearson correlation coefficient to quantify the closeness of the linear relationship between two quantitative variables 15 Before conducting linear regression analysis, it is necessary to consider the correlation relationship between the dependent variable and each independent variable, as well as between the independent variables According to Hoang Trong and Chu Nguyen Mong Ngoc (2008), the Pearson correlation coefficient is used to quantify the closeness of the linear relationship between quantitative variables Checking the dependent variable and the independent variable for correlation, the absolute value of the correlation coefficient (r) indicates how close the linear relationship is If the correlation coefficient between the dependent variable and the independent variable is larger (near 1), the closer the relationship between the variables is, if the correlation coefficient is positive, it shows that the independent variable and the dependent variable have a positive relationship If the correlation coefficient is negative, it means that the independent variable and the dependent variable have a negative relationship The value of r indicating that there is no linear relationship between two variables does not necessarily mean that the two variables have no relationship Therefore, the linear correlation coefficient should only be used to express the strength of the linear correlation (Truong, 2008) If two variables are correlated, then there is a Pearson correlation coefficient │r│ > 0.1 Check whether two independent variables are correlated with each other to note the problem of multicollinearity when analyzing regression 4.2.4 Regression analysis To determine, measure and evaluate the influence of 04 groups of factors obtained from the exploratory factor analysis (EFA), the authors conduct multivariate linear regression model analysis using the software tool SPSS software version 25.0 Research models: X = β0 + β1*Y1 + β2*Y2 + β3*Y3 + …….+ βn*Yn + ε In which: β0: Constant ε: Random error X: Independent variables Y: Dependent variable CONCLUDE In the topic project entitled "Consumer behavior of green food in Hanoi", the authors have synthesized the theoretical basis of research, concepts of green 16 consumption, consumer behavior and model theories such as rational action theory (TRA), Planning behavior theory (TPB), thereby having a basis for building a research model based on the planned behavior theory model In addition, the research model also inherits elements from previous research topics such as the topic of author Mai Ngoc Dinh (2018); Hoang Trong Hung et al (2018); Duong Thi Anh Tien et al (2021); Chan and Lau (2002) and Boztepe (2012) The proposed model results include factors: (1) Attitude to the environment; (2) Awareness of environmental responsibility; (3) Green product characteristics; (4) Green product prices; (5) Social influence REFERENCE Ajzen, I., 1991 The theory of planned behavior Organizational Behavior and Human Decision Processes, 50(2), p 179–211 Ajzen, I & Fishbein, M., 1980 Understanding Attitudes and Predicting Social Behavior Englewood Cliffs ed NJ: Prentice-Hall Boztepe, A., 2012 Green Marketing and Its Impact on Consumer Buying Behavior European Journal of Economic and Political Studie, 5(1), pp 5-21 Chan, R Y & Lau, L B., 2002 Explaining green purchasing behavior: A crosscultural study on American and 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A meta-analysis Psychology and health, 23(7), pp 745-765 Cooke, R & Sheeran, P., 2004 Moderation of cognition–intention and cognition– behaviour relations: A meta-analysis of properties of variables from the theory of planned behaviour British journal of social psychology, 43(2), pp 159-186 Dương Thị Ánh Tiên, Trần Thị Thu Hương & Nguyễn Thị Thanh Thúy, 2021 Yếu tố tác động đến hành vi tiêu dùng xanh người dân Quảng Ngãi: Tiếp cận góc độ trách nhiệm xã hội Quảng Ngãi, Trường đại học Cơng nghiệp TPHCM Hồng Trọng Hùng, Huỳnh Thị Thu Quyên & Huỳnh Thị Nhi, 2018 Các yếu tố ảnh hưởng đến hành vi tiêu dùng xanh người tiêu dùng Thành phố Huế Tạp chí Khoa học Đại học Huế: Kinh tế Phát triển, Volume 127, p 199–212 Kotler, P & Armstrong, G., 2012 Principles of Marketing Pearson education 10 Kumar, P & Ghodeswar, B M., 2015 Factors affecting consumers’ green product purchase decisions Marketing Intelligence & Planning, 33(3), pp 330347 17 11 Mai Ngọc Định, 2018 Các nhân tố ảnh hưởng đến ý định mua sản phẩm xanh người tiêu dùng kênh bán lẻ đại Thành phố Hồ Chí MInh, TP.HCM: Đại học kinh tế TP.HCM 12 Outman, J K., 1998 Evaluating marital satisfaction: a transactional analysis approach: a thesis Diss s.l.:Southeast Missouri State University 13 Shrum, W & Shenhav, Y., 1995 Science and technology in less developed countries In: Handbook of science and technology studies s.l.:s.n., pp 627-51 14 Strong, A W & Mattox, J R., 1996 Gradient model analysis of EGRET diffuse Galactic gamma-ray emission In: Gradient model analysis of EGRET diffuse Galactic gamma-ray emission s.l.:Astronomy and Astrophysics, pp L21-L24 15 Vallerand, R J et al., 1992 Ajzen and Fishbein's theory of reasoned action as applied to moral behavior: A confirmatory analysis Journal of personality and social psychology, 62(1), pp 98-109 18 ... behavior Detail goal: ● Determining the factors affecting the green consumption behavior of consumers in Hanoi city ● Determining the level of impacts of factors affecting green consumption behavior. .. topic "Factors affecting green consumption behavior of consumers in Hue city" The objective of this study is to determine the factors affecting the green consumption behavior of consumers in Hue... that there are two main factors affecting green consumption intention Indirectly affecting green consumption behavior of consumers in Hue city is the attitude towards green consumption and concern