Understanding consumers' green purchase decision on eco-friendly straws in Ho Chi Minh city

Abstract

Environmental issues, especially plastic pollution are a high awareness worldwide issue and have extended to Vietnam. Purchasing green products has emerged as a solution to this challenge. This research objective is to examine the factors that impact the green purchasing decision of consumers for eco-friendly straws, including biodegradable straws and reusable drinking straws. The foundation theory for the conceptual model of the research is the Theory of Planned Behavior (TPB). Separate variables such as environmental concern, green perceived benefits, green perceived quality, green awareness of price, green willingness to purchase, and green future estimation are included for a better understanding of the consumers. The quantitative method was conducted online with 255 respondents in Ho Chi Minh City, Vietnam, applying the partial least squares-structural equation modeling (PLS-SEM) for analyzing structural models. The results indicate environmental concern, green perceived quality, and green willingness to purchase show a positive impact on the green purchase decision of eco-friendly straws. With the findings, this study can enrich the knowledge of marketers and researchers regarding consumers’ green product consumption and their preference.