Exploring consumption behavior of Vietnamese students towards environmentally friendly products

The purpose of this study is to explore factors affecting behavior of students consuming environmentally friendly products. Based on literature review, the authors propose five hypotheses covering the influence of three attributes of Theory of Planned Behavior and extend this theory with two factors including environmental concern and price. Data collected from student survey through both online and offline were analyzed to test the proposed hypotheses. The outcome of statistical tests demonstrates that Attitude towards the behavior, Subjective norms, Perceived behavioral control and Environmental concern exert positive impact on environmentally friendly students’ behavior.