Factors Influencing Green Product Purchase Intention in Vietnam

Abstract

Green product is becoming a common term recent time, so it attracts the attention of the scholars. Although there are many approach methods including: influencing factors, process and policies to promote the behavior using green product. In this paper, the author focuses on finding the influencing factor. This comes from the status of consumption in Vietnam which the people concern about green product limitted. The result of this paper presents six factors affect on green product purchase intention including: atttitude, subject norms, control behavior, availability, environmental concer and green brand positioning. The determining also recomments some suggestions when enacting polices.