Số phát hành: Số 22 - Tháng 10- 2024Quản trị - Quản lý
The impact of green marketing strategy on purchasing intention of young consumers in Ho Chi Minh City
Xuất bản: tháng 7 29, 2026
Tóm tắt
This study explores the impact of green marketing strategies on the purchase intentions of young consumers in Ho Chi Minh City. Using a survey targeting individuals aged 18 to 40, the research collected 220 valid responses through a convenient sampling method. Key green marketing factors influencing purchase intentions were identified through descriptive statistics, Cronbach’s alpha reliability testing, exploratory factor analysis (EFA), and linear regression analysis. The findings reveal six significant factors affecting young consumers' purchase intentions: Green Value, Green Labeling, Green Packaging, Green Price, Green Place, and Green Promotion. These insights provide a foundation for businesses to enhance their green marketing strategies and better cater to environmentally conscious consumers.
Từ khóa
green marketing strategypurchase intentionyoung consumersHo Chi Minh City
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