Abstract
In the context of green consumption becoming an increasingly global trend, this study aims to identify factors influencing green consumption behavior of Thai Nguyen University students – a group of young, highly educated and aware people who play an important role in promoting sustainable lifestyles, thereby contributing to raising awareness of environmental protection and promoting sustainable development. The research data includes secondary data in the period 2021-2023 and primary surveys conducted from May to August 2024. The research used descriptive statistics, exploratory factor analysis (EFA) and multivariate regression to assess the impact of factors such as: belief in green products, perceived behavioral control and attitude towards the environment on green consumption behavior. The survey was conducted with 397 students from 5 member universities of Thai Nguyen University. The research results show that there are 4 main factors affecting green consumption behavior, arranged in decreasing order of influence as follows: belief in green products, attitude towards the environment, benefits of green consumption and perceived control of green consumption behavior of students. Based on the analysis of influencing factors, the study proposes some practical solutions to promote green consumption behavior of Thai Nguyen University students.
Keywords: green consumption, consumer behavior, students, green products, Thai Nguyen.
JEL classification: E2, E21.
DOI: 10.63767/TCKT.34.2025.118.131
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Ban biên tập Tạp chí Kinh tế & Quản trị Kinh doanh
Phòng 514, Nhà điều hành, trường Đại học Kinh tế & Quản trị Kinh doanh
Địa chỉ: Phường Tân Thịnh, thành phố Thái Nguyên
Email: tapchikt-qtkd@tueba.edu.vn; Điện thoại: 0208.3903373
