Abstract
This study aims to identify factors influencing the willingness to pay for eco-friendly fabric bags among students at Foreign Trade University. The research framework is based on the Theory of Planned Behavior, with data collected from 398 valid survey questionnaires distributed both directly and online to full-time students. The analysis was conducted using the partial least squares structural equation modeling approach (PLS-SEM). The results indicate that attitude toward eco-friengly bags, perceived behavioral control, life quality expectations, and green communication positively affect purchase intention, which in turn influences willingness to pay. Conversely, environmental awareness showed no statistical significance in the model. The majority of students expressed willingness to pay, yet their acceptable price level was mainly below 40,000 VND, highlighting the influence of financial constraints. The study confirms the potential for green consumption among students and suggests that affordable pricing strategies and effective green communication are essential to encourage long-term eco-bag usage.
Keywords: Eco-friendly fabric bags, Green communication, Planned Behavior, PLS-SEM, Students, Willingness to pay
JEL classification: Q51, D12, I21.
DOI: 10.63767/TCKT.37.2026.58.68
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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
