ANALYSIS OF FACTORS AFFECTING THE INTENTION TO BUY GREEN PRODUCTS FROM THE PERSPECTIVE OF THE THEORY OF PLANNED BEHAVIOR (TPB)

Abstract

This study aims to evaluate and measure the influence of factors on the intention to buy green products. Applying the theory of planned behavior (TPB) framework, the research results based on a survey of 211 consumers in Vietnam show that links consumers’ environmental concerns, perceived image of the company with attitudes towards green products. In turn, attitudes towards green products positively affect consumers' intention to buy green products. The research results therefore have theoretical and practical contributions to the intention to implement consumer behavior in general and the intention to purchase green products in particular.