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Numerical order                          Factor                       Impact direction
                            4           External  factors:  Convenient  location  for        Favorable

                                        green  products  store,  Interest  rate,  GDP,
                                        level     of     environmental       pollution,
                                        Environmental  trends,  consumption  level,
                                        green    coverage    rate  of   the   country,
                                        urbanization
                                                                                 Source: Huyen P.T. (2023)

                        Factors affecting people's green consumption behavior are identified as follows:
                        Firstly, premium price of green products and level of acceptance to pay for green
                  products. The key factors influencing consumption behaviors include reasonable prices,
                  safety and hygiene, healthiness, trustworthy brands, environmental sustainability and
                  friendliness  so  that  retailers  could  employ  several  strategies  to  encourage  green
                  consumption. While awareness of green products is increasing, many consumers still

                  prioritize  cost  over  environmental  impact.  This  can  hinder  the  adoption  of  green
                  products. Green products often come with higher price tags due to the costs associated
                  with  sustainable  production. This  can  be  a  significant  barrier  in  a price-sensitive
                  market like Vietnam. The cost of green products compared to conventional ones can be
                  a barrier. However, perceived long-term savings and benefits can motivate consumers to
                  opt for greener options.  The high price of green products is one of the main barriers,
                  causing  consumers  to  buy  more  conventional  products  than  green  products.  Green

                  products are often considered to be more expensive than traditional products, so price is
                  one of the factors that reduces the number of green consumers.
                        Secondly, consumer demographic characteristics. Age and gender income level.
                  Age,  gender,  income,  and  education  level  can  affect  green  purchasing behavior. For
                  instance, younger consumers and those with  higher education levels are often  more
                  inclined towards green products. Consumers  believe that green labeled products are

                  healthier than conventional products.  Green consumption is popular across various age
                  groups, but younger consumers, particularly. Higher income levels are associated with
                  a greater likelihood of purchasing green products. Consumers with higher disposable
                  incomes can afford the often higher prices of eco-friendly products.
                        Thirdly, consumers’ personal values: Personal understanding, positive attitude
                  towards the environment, personal value orientation. Knowledge about environmental
                  issues and the benefits of green products can significantly drive green consumption. If
                  consumers believe their actions can make a difference, they are more likely to engage

                  in  green  consumption.  Regulations,  subsidies,  and  incentives  provided  by  the
                  government  can  encourage  consumers  to  choose  green  products.  Consumers  who
                  prioritize ethical considerations, such as fair trade, animal welfare, and human rights,
                  are more likely to purchase products that align with these values. Personal health and
                  well-being are important drivers. Consumers who value their health often prefer organic,
                  non-toxic, and chemical-free products. Values related to social justice




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