[Contribution Research] Actors influencing green purchasing behavior among consumers aged 18 to 35 in Ho Chi Minh City

Keywords: green marketing, general risk aversion, consumer innovation, green perception, anxiety mood.

As climate change and environmental pollution become increasingly prevalent in urban life, green consumption is no longer a trendy option, but rather a manifestation of social responsibility among young people. From the question of what truly motivates them to change their shopping habits – emotions from green messages, risk concerns, or awareness of their role with the Earth – a group of students from the University of Economics in Ho Chi Minh City conducted research to explain the factors that shape young consumers' green purchasing behavior in Ho Chi Minh City.

In Ho Chi Minh City, the trend of green consumption is gradually spreading strongly among young people, especially after the impacts of climate change and the urban environment. However, not everyone who cares about the environment is willing to switch to buying green products. Higher costs, a risk-averse mindset when trying new products, and doubts about "true greenness" remain common barriers. It was precisely from this gap between perception and behavior that the research team chose to delve deeper into the factors influencing the green purchasing behavior of consumers aged 18 to 35 in Ho Chi Minh City, thereby clarifying what is driving and what is hindering their green consumption decisions.

The "push-pull factors" shaping young people's green purchasing behavior.

*Green marketing – when the message not only sells the product, but also "awakens" environmental responsibility

Communication campaigns, packaging, and the way businesses tell the story of their environmentally friendly products serve as an "emotional trigger," helping consumers recognize the social and environmental value behind each purchasing decision. When the message is conveyed authentically, consistently, and linked to real-life experiences, young people tend to trust it more and feel they are contributing to a larger goal of environmental protection. Green marketing therefore not only creates awareness but also contributes to shaping positive perceptions and attitudes toward green purchasing behavior.

*Risk aversion and the fear of "buying the wrong thing," "paying too much," and hesitation when faced with new choices

Despite caring about the environment, not all consumers are willing to easily change their shopping habits. For those with a high level of risk aversion, choosing green products comes with many concerns: will the quality be comparable, is the product truly "green," or is it just a form of communication? Higher costs, lack of transparency in information, or negative prior experiences can all make them hesitant. The risk factor therefore becomes a "psychological barrier," weakening the ability to translate green cognition into actual behavior.

*Consumer innovation as "pioneers" pave the way for green habits

Conversely, the group of consumers who tend to be exploratory and willing to try new products act as "pioneers." They embrace green products not only for environmental benefits, but also for the feeling of being on trend, the unique experience, and the personal value the products offer. This process of trying – experiencing – spreading helps them better understand the positive impact of green products, thereby reinforcing positive perceptions and attitudes toward sustainable consumption behavior.

*Green awareness is the bridge between attitude and behavior

One of the important foundations of green purchasing behavior is the level of environmental awareness. When consumers understand the consequences of pollution, climate change, and their role in that chain of impact, they tend to prioritize environmentally friendly products, support socially responsible businesses, and limit harmful consumption. Conversely, if awareness is still unclear, green behavior is often difficult to form or lacks long-term sustainability.

Anxiety is a powerful emotional driver of green consumer behavior. A notable finding of the study is that anxiety about environmental issues has a strong impact on green purchasing behavior. As climate, health, and natural disaster risks become more immediate and present in daily life, feelings of anxiety are not just a matter of awareness, but also a driving force encouraging young people to proactively change their consumption habits in a more environmentally responsible direction.

From awareness to action: how can young people truly "choose green" in their consumer lives?

The research results show that young consumers' green purchasing behavior is only truly motivated when businesses simultaneously build trust, reduce perceived risk, and reinforce environmental awareness, rather than simply relying on superficial green image communication.

First and foremost, the study emphasizes the importance of authenticity in green marketing. Communication messages need to be linked to specific evidence such as environmentally friendly production processes, recycled packaging, and transparency certifications. When "green" is consistently demonstrated from production to consumption, young people will have more confidence and be willing to shift from supportive attitudes to actual purchasing behavior.

Additionally, the risk aversion factor indicates that many consumers still have concerns about the quality, price, and authenticity of green products. Therefore, businesses need to focus on mechanisms to reduce perceived risk, such as warranty and return policies, clear information disclosure, and sharing real-world user experiences. This helps bridge the gap between "green desires" and "green purchasing actions."

The study also highlights the prominent role of innovative consumer groups. These are the "pioneers" capable of spreading green habits thru experience and community. Businesses can encourage them thru trial programs, a green consumer community, or experience-sharing activities, thereby creating a positive ripple effect among young people.

Finally, environmental awareness and anxiety about climate issues are considered the foundation for driving green consumer behavior. When young people clearly understand the environmental impact associated with each purchasing decision and feel that their choices are meaningful, they will maintain green behavior not just because it's trendy, but as a personal responsibility toward the community and a sustainable urban future.

The research paper has indirectly contributed to SDGs 7, 11, and 13. View the full research paper “Actors influencing green purchasing behavior among consumers aged 18 to 35 in Ho Chi Minh City” HERE

Authors: Huynh Thi Anh Tuyet, Ha Hong Nhi, Le Thi Lan Huong - University of Economics Ho Chi Minh City.

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More Information:

SDG 7 – Affordable and Clean Energy emphasizes ensuring that everyone has access to reliable, modern, affordable, and environmentally friendly energy. Beyond simply expanding electricity systems, this goal promotes the use of renewable energy, improves energy efficiency, and reduces the negative environmental impacts of traditional energy exploitation.

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 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