22/04/2026
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Keywords: Green consumption; Green purchasing decisions; Students; Green brands; Subjective norms; Green advertising; Green consumption intentions; Consumer behavior; Green marketing; Environmental awareness.
Although environmental awareness is increasingly rising, students' green consumption behavior is still influenced by many underlying factors behind their purchasing decisions. In order to clarify this picture, a group of students from the University of Economics Ho Chi Minh City (UEH) has launched a project titled "Factors influencing the green purchasing decisions of students in Ho Chi Minh City." The research delves into analyzing the real barriers and motivations that are shaping the sustainable consumption trends of today's youth.
It's not just about seeing "green" and buying, but about finding it trustworthy. Research results show that green brands are one of the factors that strongly influence students' purchasing decisions. When a brand clearly demonstrates its commitment to the environment, is transparent and consistent in its messaging, students tend to trust it more and are willing to choose it. In other words, "green" is not just a product characteristic, but also the story that the brand builds in the minds of consumers.
The purchase decision is not entirely a personal decision, but is strongly influenced by those around. Subjective norms, meaning opinions from friends, family, or the community, play an important role in guiding behavior. When green consumption becomes a "social norm," students not only buy for themselves but also because they feel they are doing the right thing and being recognized by society.
Green advertising is not just about introducing products, but also about shaping perceptions. Environmental communication messages, if constructed clearly and persuasively, can help students better understand the value of green products and thereby influence their purchasing decisions. This shows that marketing is not just about selling, but also about the process of "educating" consumers about a sustainable lifestyle.
An interesting point is that not every factor considered important actually has an impact. Factors such as perceived benefits or the price of green products do not show a clear impact in the study. This reflects that, for students, purchasing green products is not simply a cost-benefit calculation, but rather more about perception and social factors.
The decision to purchase green products does not come immediately, but goes thru an intermediate step of consumer intention. When students have formed a clear intention, the likelihood of them transitioning to actual purchasing behavior will be higher. This shows that in order to change behavior, it is first necessary to influence consumers' perceptions and intentions.
From awareness to action: How to promote green consumption among students?
Research shows that green consumption is not just a story about products, but a story about trust and social influence. Students do not simply choose based on benefits or price, but are strongly influenced by how the brand demonstrates environmental values and how society perceives that behavior.
This suggests that businesses need to seriously invest in building a green brand consistently and reliably. "Green" cannot just be an advertising message; it must become a part of the company's image and operations. When consumers perceive authenticity, they will more easily transition from awareness to action.
In addition, leveraging community factors is also an important strategy. When green consumption becomes a trend supported by friends, social networks, and the community, this behavior will spread faster and more sustainably. In other words, instead of just convincing each individual, businesses can influence the "common standards" to create a larger change.
Additionally, green advertising should be viewed as an educational tool rather than just a sales tactic. Clear, understandable, and relatable messages will help students better recognize the value of green products and their role in protecting the environment. When they understand correctly, consumers will easily make the right choice.
Finally, to promote green purchasing behavior, it is necessary to start by building intention. When students believe, care, and want to take action, the decision to purchase will naturally become the next step. This is the key to transforming green consumption from a trend into a sustainable habit.
The research paper has indirectly contributed to SDG 11, 12, and 13.
The authors: Bach Thi Nhu Y, Nguyen Hai Dang, Nguyen Thi Thu Thuyen, Cao Thi Thu Hang - 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.
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*To create maximum conditions for the development of the “UEH Green Researcher Community” members of the community will be able to attend scientific research methods classes related to the topics of Living Lab and Green Campus. Additionally, upon meeting the standards, the research team will receive a certificate from the UEH Sustainable University Project Board and financial support for a standard-compliant project. |
More Information:
SDG 11 – Sustainable Cities and Communities seeks to develop urban areas and communities that are resilient, safe, and sustainable by improving living environments, managing waste effectively, and ensuring access to basic services for all citizens. A sustainable city is not only about physical infrastructure but also about raising awareness and shaping residents’ behavior to protect their shared environment.
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
