Factors affecting green consumption behavior among residents of Hue City

This study identifies factors affecting green consumption behavior among residents of Hue City and examines differences associated with age and financial capacity. Data were analyzed using Cronbach’s Alpha, exploratory factor analysis, and multiple regression. The empirical findings indicate that price remains the most significant barrier to the widespread adoption of environmentally friendly products, despite increasing environmental awareness and favorable attitudes toward sustainable consumption. The study therefore emphasizes the need to optimize production and distribution costs to make green products more accessible to different consumer groups. Based on the findings, the paper provides theoretical insights and practical managerial implications for businesses and policymakers seeking to promote green purchasing behavior, sustainable lifestyles, and the development of a local circular economy in Hue City.