Consumer purchase intention towards beverages with environmentally friendly packaging in Hue city, Vietnam

This study aims to investigate factors affecting purchase intention towards beverages with environmentally friendly packaging. Data were collected using a survey with 155 consumers in Hue city, Vietnam. The findings reveal that various factors play a significant role in shaping purchase intention towards beverages with environmentally friendly packaging. These factors include environmental consciousness, perceived selfimage, perceived behavioral control, and attitude towards purchasing behavior.