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product line.
- Factors influencing the decision to buy hygiene/personal care products in some

countries.
Therefore, it can be said that the study of green marketing factors affecting the
decision to buy hygiene products is completely new in Vietnam as well as in the world.
This is also an urgent topic when society has rapidly moved towards green production
and consumption and the demand for this product has increased dramatically after
Covid-19. Therefore, the study will provide businesses and governments with
management implications for strategic planning, policy formulation and green
marketing promotion for sanitary products in particular and for the whole economy in

general.
3. Analysis of the green marketing situation for hygiene products in Vietnam
Green marketing in Vietnam is on the rise as an inevitable trend that the market
brings, especially when the pandemic occurs and people are more concerned about
health than ever. Moreover, businesses that have marketing activities that care about
the environment will have sustainable competitive advantages over companies that do

not care about the environment. Along with the shift to green consumption from
customers, hygiene product businesses also have their own strategies to implement
green marketing effectively.
3.1. Green product
Whether organic or inorganic products, green products are always at the core of
green marketing. Because they belong to the group of products that shape life, hygiene
products affect almost every activity in daily life. Therefore, there are many factors that

affect the buying behavior of people. According to Deloitte's Vietnam Consumer Survey
(2020), purchase motivations reflect the diverse tastes and preferences of Vietnamese
consumers.

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