Factors Influencing Young Consumers’ Intention to Choose Green Products: Evidence from Hanoi

Abstract

This study examines the factors influencing young consumers’ intention to choose green products in Hanoi, Vietnam. Drawing on the Theory of Planned Behavior and the green consumption literature, the study evaluates five groups of antecedents: personal factors, social influence, environmental awareness, green product attributes, and government policy. A quantitative cross-sectional survey was conducted with 253 valid responses from young consumers in Hanoi. The data were analysed using SPSS 22 through exploratory factor analysis, Pearson correlation analysis, and multiple linear regression. The findings show that all five predictors are positively associated with young consumers’ intention to choose green products. In the regression model, green product attributes emerge as the strongest predictor, followed by social influence, personal factors, environmental awareness, and government policy. This indicates that young consumers are not motivated solely by environmental concerns; they also consider practical product-related values such as quality, safety, convenience, eco-friendly packaging, and transparent information. In addition, peer communication, social media, community influence, and personal motivation play important roles in shaping green product choice intention. The study contributes to the green consumption literature by examining five antecedent groups within a single empirical model in the urban context of an emerging market. The results suggest that young consumers’ green product choices are mainly driven by tangible product value, social reinforcement, and personal motivation, while government policy has a positive but weaker effect. From a practical perspective, the findings imply that businesses should improve the functional value, credibility, and visibility of green products. Retailers, universities, and policymakers should also strengthen communication, education, eco-label recognition, and supportive policies to encourage sustainable consumption among young consumers.