Nguyen To Nhu, Dang Van My, Ngo Thi Khue Thu
Environmental pollution is a serious problem that all countries are facing, especially Vietnam’ s economy is growing very fast in recent years. The development and marketing of products designed to reduce negative effects on the environment, which can meet the needs of consumers and society. The main purpose of this study is to find out determinants affecting green purchase intention of Vietnamese consumers. The researchers surveyed 800 consumers related to the green purchase intention. Consumers answered 23 items and 785 questionnaires processed. The Data collected from November 2018 to February 2019 in four big cities of Vietnam, 200 consumers for each city using Simple Random Sampling technique. The Cronbach's Alpha and the Exploratory Factor Analysis (EFA) used for Structural Equation Modelling (SEM) technique and using partial least squares method. Finally, the findings of the study have five factors affecting green purchase intention with significance level 0.01.