[Research Contribution] Factors affecting the green consumption decisions of students in Ho Chi Minh City

Keywords: Green consumption; Green purchase decision; Students; Green brand; Subjective norm; Green advertising; Green consumption intention; Consumer behavior; Green marketing; Environmental awareness.

The awareness of environmental pollution among young people is very high, but why hasn't the behavior of purchasing eco-friendly products truly taken off? The gap between "understanding" and "doing" poses a challenging question: What is the real motivation that transforms concern into practical consumer decisions? Concerned about this issue, the UEH student group conducted research on "Factors affecting the green consumption decisions of students in Ho Chi Minh City." By outlining the complex psychological and social landscape of consumers, the study offers a sharp perspective on how sustainable consumption habits are formed and rooted.

First, social influence not only has a direct impact but also "activates" other factors. Students do not make decisions alone. When friends, social networks, or the surrounding community care about a green lifestyle, they are not only directly influenced but also start thinking more about the environment, trust their actions more, and feel that green consumption is necessary. In other words, society not only "influences," but also serves as the starting point for a whole series of changes in perception and behavior.

Secondly, caring about the environment is a foundation, but not enough to take action. Being aware of environmental issues helps students form a positive attitude, but this does not automatically lead to green consumption behavior. This concern needs to be "transformed" into a feeling that one's actions are meaningful and can create a real impact. At that point, it becomes a driving force for behavior.

Thirdly, the belief that "I can do it" is the factor that brings about change. An important factor is self-confidence in one's abilities. When students believe that they can contribute to environmental protection thru small daily choices, they will find it easier to take action. On the contrary, if they feel that their actions are "insignificant," they will be less motivated to change their behavior.

Fourth, perceived effectiveness: when young people believe that their actions are meaningful. Not just the ability, but also the perception of effectiveness. When students believe that buying green products truly helps improve the environment, they will be willing to maintain that behavior. This is the factor that transforms awareness into action, as it creates a sense that "what I do has value."

Finally, behavior does not come immediately, but goes thru an intermediate step of intention. When factors such as society, perception, belief, and feeling interact, students will form clearer intentions, which will then translate into actual actions. This shows that to change behavior, it is necessary to influence multiple factors simultaneously, not just one individual factor. 

From there, how to create sustainable change?

From the research results, it can be seen that green consumer behavior does not stem from a single factor, but is the result of a combination of awareness, beliefs, and social influence. This shows that if we only focus on raising environmental awareness, it is not enough to change students' behavior.

An important point is the "catalytic" role of social factors. When green consumption becomes a trend spreading within the community, it not only directly impacts behavior but also indirectly increases environmental awareness, reinforces personal beliefs, and makes students feel that their actions are more meaningful. Therefore, instead of targeting individuals, campaigns should aim to create a ripple effect within the student community.

In addition, helping students feel "I can do it" is also an important key. Small, easy-to-implement actions with clear results will help boost confidence and maintain long-term behavior. When learners believe that they have the ability to create change, they will be more proactive in choosing a green lifestyle.

In addition, it is necessary to clarify the true value of green consumption behavior. When students understand that each of their shopping decisions impacts the environment, they will be more inclined to adhere to this behavior. This is the transition from "knowing" to "believing" and from "believing" to "doing."

Finally, to promote sustainable green consumption, it is necessary to build an ecosystem where the elements support each other: society encourages, individuals trust, and actions bring clear meaning. At that point, green consumption will no longer be a short-term choice, but will become a long-term habit in students' lives.

The research paper has indirectly contributed to SDG 3, 12, 13.

The authors: Pham Duong Thai, Nguyen Pham Kieu Vy, Nguyen Thuy Vy, Vuong Cam Tu, Nguyen Huong Giang - University of Economics Ho Chi Minh City.

This article is part of the Green Research Community series with the message “Research Contribution for UEH Living Lab Green Campus” UEH sincerely invites the community to follow the next Green Research Community newsletter.

More Information:

SDG 3 – Good Health and Well-being emphasizes the importance of ensuring comprehensive health and improving the quality of life for people of all ages. This includes reducing maternal and child mortality, preventing epidemics, increasing access to essential healthcare services and medicines, as well as encouraging healthy lifestyles. A healthy society depends not only on modern healthcare systems but also on active community participation in creating safe and healthy living environments.

SDG 12 – Responsible Consumption and Production focuses on ensuring sustainable production and consumption patterns, thereby reducing pressure on natural resources, minimizing waste, and limiting environmental pollution. This goal emphasizes the importance of effective waste management, optimal use of resources, and promoting changes in consumer behavior at both individual and community levels, particularly through education and awareness.

SDG 13 – Climate Action calls for urgent measures to combat climate change and its adverse impacts by reducing greenhouse gas emissions, enhancing adaptive capacity, and raising public awareness. This goal goes beyond national-level policies and requires changes in individual and community behaviors in daily life, especially in areas directly linked to waste generation and management.

News, photos: UEH Green Campus Project, UEH Youth Union - Student Association, UEH Communications and Partnership Development Department

Voiceover: Thanh Kieu