Vietnamese People’s Attitude and Intention to Buy Eco-Friendly Products: Insights into Evidence

Abstract

The study aimed to examine the attitude and intention to buy eco-friendly manufactured goods of Vietnamese people in a context of Vietnam. Quantitative research method with the tool of questionnaire was delivereddirectly and sent via social networks to a number of participants. The Statistical Package for the Social Sciences version 22 was employed to analyze the gained data.The results showed that Vietnamese people had environmental awareness and were willing to purchase eco-friendly products. Five major factorsthat positively and significantly affecting Vietnamese consumers’ attitudes towardseco-friendly purchase intention were environmental concern, personal norms, satisfaction, word of mouth, willing to pay. Environmental concern, among those, was the key factor that controls Vietnamese customers’ purchasing intention,whichmay be the basis for the insights into Vietnamese buyers’ viewpoint and behavior towards green manufactured goods and green marketing.The research results contribute to showing the consumption habits of Vietnamese customers, thereby helping manufacturers of environmentally friendly products to access this market more easily and effectively.