Factors Influencing Green Purchase Intention of Students: A Case Study at Vietnam National University of Agriculture

Abstract

The objective of the paper was to analyze factors influencing the green purchase intention of students through a case study at the Vietnam National University of Agriculture (VNUA), Hanoi, Vietnam. The primary data were collected from a survey of 121 undergraduate students in 2020. The study employed descriptive statistics, exploratory factor analysis (EFA), and multiple regression analysis. The survey indicated that VNUA students were highly concerned about the environment. Their green buying intention was significantly and positively affected by two groups of factors, including: (i) social influence and product knowledge; and (ii) environmental concerns and subjective norms; in which, the later group of factors has shown greater effects in this study. The study would help managers in formulating and implementing key measures to encourage students’ green purchase.