| dc.description.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. | en_US |
