| dc.description.abstract | In today's society, characterized by frequent pandemics and disasters, there
is an increasing popularity of green consumption behavior. Therefore, this research
aims to find out determinants influencing students' willingness to buy eco-friendly
products in Ho Chi Minh City. Students, being highly educated individuals, are
chosen to investigate the relationship between their knowledge level and buying
decisions. The study explores whether individuals with extensive environmental
knowledge always opt for green products or if there are other underlying reasons
behind their choices. This research integrates six hypotheses into a comprehensive
model, which is analyzed using statistical methods. For qualitative research, a sample
of 60 university students from environmental-related departments was selected
through snowball sampling to participate in group interviews. For quantitative
research, a total of 242 responses were collected, of which 200 were deemed valid,
using a simple random sampling method. Respondents were selected from various
universities to obtain a more comprehensive perspective. The results reveal that all six
hypotheses exhibit statistical significance in relation to the model. Consequently, the
proposed factors are confirmed to influence both behavioral intentions and actual
behaviors. In the educated segment, a comparison will be made between teachers
from previous studies and students from this thesis to explain specific patterns of
behavior in green consumption. | en_US |
