The Sustainable Development Goals (Sdgs): How Green Marketing Influence On University Students’ Green Products Purchase Behavior?

Abstract

Ho Chi Minh City, known for its rapid development, is witnessing an emerging trend towards eco-friendly initiatives at both institutional levels and among its university students. These students, recognized for their education and strong commitment to environmental preservation, represent a crucial and sizable consumer group for numerous brands. They possess a profound understanding and awareness of the Sustainable Development Goals (SDGs). This study aimed to examine and measure the effects of Green Attitude, Green Marketing, Green Brand Image, Subjective Norm, and Green Purchase Intention on the Green Purchase Behavior of these students. To gather insights, qualitative research was conducted via a focus group with 10 students from 5 diverse universities across the city, along with in-depth discussions within the research team. This was followed by an extensive online survey involving 252 participants. The collected data underwent analysis for internal consistency reliability, convergent and discriminant validity, along with hypothesis testing and evaluation of differences among qualitative variables, using SPSS 20.0 and Smart PLS 4.0 software. Findings from the study revealed that Green Purchase Behavior is significantly affected by Green Attitude, Green Marketing, Subjective Norm, and Green Purchase Intention. Conversely, Green Brand Image showed no significant effect. Additionally, Green Attitude, Green Marketing, and Green Brand Image were found to significantly influence Green Purchase Intention, Subjective Norm does not.