Factors affecting students’ purchase decisions of environmentally friendly products in Hanoi
Published: July 20, 2026
doi:10.62831/nckh.2026.567.v1
Abstract
This study analyzes factors affecting students’ purchase decisions of environmentally friendly products in Hanoi based on an extended Theory of Planned Behavior (TPB). Data were collected from 398 valid survey responses and analyzed using Structural Equation Modeling (SEM). The results indicate that willingness to pay, environmental awareness, and subjective norms positively influence purchase intention, while attitude has a weaker effect. Notably, product availability does not affect intention but plays a significant role in actual purchasing behavior. Purchase intention also acts as a mediator between psychological factors and behavior. The study confirms the existence of an intention–behavior gap in green consumption and highlights the role of situational factors in converting intention into actual behavior.
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