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Analysis The Impact Of Buyers’ Demographics To Green Consumption In Hochiminh City

Tô Thị Kim Hồng, Trần Thị Diễm Thúy

Abstract: Nowadays, environmental protection is an urgent problem which raises top concerns. Besides, green consumption is a trend encouraged to be widely implemented in many countries in the world, including Vietnam. However, in the reality of Vietnam, changing green consumer behavior in choosing products has been negligible and insignificant. With a diversified and varied population structure, Ho Chi Minh City is selected to analyze the impacts of demography and other related factors on green consumption behavior in the market. The quantitative research method is mainly used with the analysis of multiple correlation and linear regression. The results retrieved from 312 survey samples show that regarding demography, educational level, and marital status influence green consumption behavior. Besides, the results also show and measure the impacts of other factors, namely attitudes, subjective standards, environmental concerns, unavailability of green products on the green consumption behavior of consumers in Ho Chi Minh city. With the aim at promoting green consumer behavior in Ho Chi Minh City, there is a need for a change requiring the cooperation of all the Government, Enterprises, and consumers in stepping up propaganda, raising public awareness; simultaneously, orienting economic development activities associated with sustainable environmental protection.
Keywords: Behavior / Vietnam / survey / structure / Demography / CHI / Green Consumption / Minh

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