Factors affecting the youth’s intention to use branded products - Case study of young consumers living in Buon Ma Thuot city
Published: July 31, 2026
Abstract
This study is to identify and evaluate the key factors affecting the youth’s intention to use branded products. This study aims to help young consumers understand the value of products and adjust their spending appropriately. The study’s results show that there are four factors achieved convergence value, discriminant value and reliability. The factors affecting the consumption of young consumers living in Buon Ma Thuot city are subjective norms, attitude, quality and price. These factors are all closely correlated to the youth’s intention and consumption trends. As a result, in order to better understand and develop a reasonable consumption for branded products, young consumers should make a comparison between the quality and price of branded products before making purchasing decisions.
Keywords
branded productreasonable consumptionthe youthBuon Ma Thuot city
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