Page 224 - Ebook HTKH 2024

Table 14. Results of multiple regression analysis Coefficients

Source: Data analyzed in SPSS 27.0
4. Research findings and discussion
Based on the data analysis results, all four hypotheses are accepted. Therefore, the

standardized regression equation is:
MX = KMX*0.215 + SPX*0.193 + PPX*0.147 + GX*0.438 + e.
According to the regression equation, the coefficient "Green Pricing" has the
strongest and most profound impact on consumers' purchasing decisions. This implies
that flexible and reasonable pricing policies, along with special incentives for green
products, can positively and sustainably influence consumers' purchasing decisions.
Implementing attractive and fair pricing strategies can stimulate consumers to choose

green products positively. Next, "Green Promotion" and "Green Product" factors also
have equally significant impacts on consumers' purchasing decisions in Vietnam.
Providing comprehensive and effective information about green products through
advertising campaigns on trading platforms can encourage consumers to choose
sustainable products and contribute positively to environmental protection. The
availability and easy access to green products are also crucial. Through green advertising

communication and online customer support, the demand and awareness of these
products can spread widely among consumers. Therefore, both factors play important
roles in promoting sustainable shopping behavior in Vietnam. The last factor, "Green
Distribution," has the least influence.
However, providing green products through green distribution channels still plays
an important role in creating convenience and motivating consumers to choose
sustainable products. In particular, green distribution processes can support
transparency and reliability regarding the origin and sustainability of products, thereby

enhancing consumer trust. The research findings are similar to studies by Van Duc Chi
Vu & Nguyen Viet Bang (2023), and Truong Dinh Thai (2022), which all show that
independent variables positively influence green purchasing decisions or online
shopping by consumers. A difference from the study of Van Duc Chi Vu & Nguyen Viet
Bang (2023) is that while the Green Pricing variable has the lowest coefficients and

Green Distribution has the greatest influence, this present study's results are reversed.
Unlike the study by R Astuti1, P Desanto, M L A Wicaksono, and A Nazzal

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