How Ho Chi Minh City students’ green product consumption is affected by application iCTs innovation nowadays: a case for business to enhance green product consumption by understanding the role of environmental concerns, green consumption value and perceived effectiveness

Abstract

Green consumption is considered a current and future consumption trend when environmental issues become a major concern for many countries. In Vietnam, several activities related to sustainable production and consumption are also being developed, and green consumption is one of the proposals that many people agree that it will become popular in the next few years. Therefore, businesses need to carefully learn about the factors affecting the green consumption behavior of customers, especially university students, who will become their main customer base in the next few years. Based on the theory of planned behavior (TPB) and the theory of reasoned action (TRA), this article examines the role of perceived effectiveness, environmental concerns, and green consumption value in the purchase of green products by university students in Ho Chi Minh City. In this era of rapid technological development, students' purchasing habits are also greatly affected, therefore, this article also examines the moderating effect of applications of information and communication technologies (ICTs) on green purchase behavior. This paper contributes to the extension of the existing studies and the provision of management implications for the consumption practice of eco-friendly products.