Research of factors impact on intention continue using green products in Ho Chi Minh city

Abstract

Facing the challenge of environmental pollution, along with the general trend around the world, towards the goal of sustainable development for environmentally friendly products. In the past years many studies related to consumer behavior about the use of green and environmentally friendly products. This study explores consumers' intention to continue using green products in Ho Chi Minh City through consumption values. The study uses the theory of intended behavior and the theory of consumer value as the basis of a theoretical model supplemented by elements of green trust and concern for the environment. Data is collected using a survey table and analyzed by SEM structural equation model on 259 survey samples of green product consumers in HCMC. The results show that factors such as green trust and concern for the environment have an impact on the intention to continue using green products, through observed variables such as value, social, condition value, emotional value and perceived value. From there, it helps managers and businesses know the intention to use the products of consumers in the future to develop the consumer market in Vietnam as well as with the best consumer demand.