What Leads Households to Green Consumption Behavior: Case of a Developing Country

Abstract

Understanding the drivers of green consumption behavior is crucial for promoting sustainable practices among households. This study explores the key factors influencing green consumer behavior, including environmental awareness, subjective norms, attitudes, green promotional activities, and household characteristics. By examining their interactions and the mediating role of consumer intention, this research provides a comprehensive perspective on how these elements shape household consumption choices. These findings highlight the significant impact of environmental awareness and subjective norms on shaping green consumer intentions, which, in turn, drive actual behavior. This study offers insights for policymakers and businesses to design targeted strategies that encourage sustainable consumption habits. Practical implications include the need for awareness campaigns, community engagement, and supportive policies to foster green consumer behavior.

1. Introduction

Green consumption is an important topic that is relevant to economic development from both macro and micro perspectives. From a macro perspective, economic development, through over-industrialization and indiscriminate exploitation of raw materials, is being considered a direct cause of serious consequences for the earth, such as global warming and recent successive disasters [1], population explosion, and socio-environmental harms [2]. From a micro perspective, excessive consumption (the opposite trend to green consumption) can lead to the consequences of shopping addiction [3]. Green consumer behavior has become a hot and important topic with sustainable economic development goals [4]. In Vietnam, the concepts of “green promotion activities” or “green products” are still relatively vague [1]. Personal behavior and choices in everyday life, from what we buy and consume, such as eating, to how we move or use energy in our homes, both have a significant impact on the environment. This requires each individual as well as family to have environmentally friendly consumption behavior, also known as “green consumption behavior”.

From the perspective of rational behavior theory of planned behavior, the study of green consumption generally falls into one of three main groups. Group one focuses on explaining green consumption intentions [5] and shows that trust influences green consumption behavior the strongest. Ref. [6] found differences in green consumption intentions of consumer groups categorized based on income and education level. Group two focuses solely on explaining green consumption behavior (not through intention) [4], showing that the characteristics of green products strongly influence behavior. Ref. [5] predicts young consumers’ green buying intentions through the influence of cultural and psychological factors. Several recent groups have extensively integrated these factors into rational behavior theory and examined the relationship of these behaviors through green product consumption intentions, as demonstrated in the study by [6]. As a result, the factor of attitudes towards green consumption and concern for the environment is most influential, and according to ref. [7], the factor of “sensory behavior control” has a positive impact on green purchasing behavior through a mechanism of total intermediaries by intention. In addition, research papers by [8,9,10] produced similar results.

Although there are studies that have contributed to improvements in the factors affecting green consumption, there are still many gaps that have not been clarified. In this study, the author will clarify the regulatory role of the demographics in the green consumption behavior of households. Moreover, the author adds consumer function benefit theory to the model.

Therefore, the aim of this study is to clearly identify the factors that influence the green consumption behavior of households. Since then, the State, agencies, and businesses should have policies to encourage people to use green products. This study will attempt to answer the questions:

First, which factors influence the green consumption behavior of households?

Second, how does the intention act in the relationship between the independent variables and the dependent variables?

Third, what are suggestions for managers in terms of marketing solutions?

2. Theoretical Background and Research Model

2.1. Theoretical Background

2.1.1. The Theory of Reasoned Action

The Theory of Reasoned Action (TRA) model plays an important role when studying the factors that influence green consumer behavior in households. This model assumes that an individual’s behavior is determined by their intention to carry out that behavior, which, in turn, is determined by two main factors: attitudes toward behavior and subjective norms.

First, the TRA provides a solid theoretical framework for understanding and explaining consumer behavior, including environmentally friendly consumer behavior. This model assumes that an individual’s behavior is determined by the intention to perform that behavior, and this intention, in turn, depends on two main factors: attitudes toward behavior and subjective norms. This helps researchers to identify the key factors influencing green household behavior, such as the perceptions of benefits of green behavior and perceived social pressure to implement these behaviors.

In addition, the TRA helps researchers explore relationships between factors such as attitudes, subjective norms, intentions, and green consumer behavior. Understanding these linkages is critical to predicting and interpreting household green consumption behavior accurately. From there, policymakers can use TRA-based research findings to propose effective intervention strategies to change consumer attitudes, norms, and intentions, thereby promoting the adoption of green consumer behaviors in households. For example, policies may focus on raising awareness of the benefits of green behavior or creating social norms that support the practice of environmentally friendly behavior.

In summary, the rational action theory (TRA) model plays an important role in providing a solid theoretical framework, identifying key factors, analyzing relationships, and thereby proposing effective interventions and policies to promote green household behavior.

2.1.2. The Theory of Planning Behavior

In addition to the rational action theory (TRA) model, the planned behavior theory (TPB) model also plays an important role when studying the factors that influence green household behavior. TPB expands and adds an important element to TRA, which is cognitive behavioral control. According to TPB, an individual’s intention to commit a behavior depends not only on their attitude and subjective norms but also on how much they believe they have the ability and resources to commit that behavior [11].

In the context of studying green household consumer behavior, TPB provides a more comprehensive theoretical framework for understanding the determinants of consumers’ eco-friendly intentions and behaviors. Factors such as awareness of the possibilities and difficulties of implementing green behavior, in addition to those in the TRA, can significantly influence the green consumption behavior of households. For example, if a household feels they do not have the knowledge, time, or finances to implement green consumption behaviors, they may not intend to do so, regardless of whether they have a positive attitude or feel social pressure [12].

The use of TPB in research helps researchers and policymakers gain a deeper understanding of the drivers, barriers, and determinants of green household behavior. From there, they can propose strategies and policies to strengthen perceived behavioral control and promote positive subjective attitudes and norms, thereby enhancing green consumer behavior in households. For example, it can implement financial support programs, provide information and guidance, or create favorable conditions for consumers to easily implement green consumer behaviors [13].

In summary, the TPB model is an important theoretical tool, contributing to the expansion and complementation of TRA, in order to better understand the determinants of green consumer behavior in households, thereby proposing more effective policies and interventions.

2.1.3. Consumption Function Model

In addition to theoretical models such as The Theory of Reasoned Action (TRA) and the theory of planned behavior (TPB), the consumption function model is also an important tool when studying the factors that influence green household behavior [14]. The consumption function model, developed from macroeconomic theory, refers to the relationship between household income and consumption. Under this model, household consumption depends on factors such as income, wealth, interest rates, and demographic factors such as household size, age, and gender.

In the context of studying green consumer behavior, the consumption function model can provide important insights into the role of household income and wealth in the implementation of environmentally friendly consumer behaviors. For example, households with higher incomes and assets may be more likely to pay for green products or implement more sustainable consumption behaviors [15]. This is because they have more financial resources to invest in environmentally friendly products, services, and lifestyles.

The use of the consumption function model in research will help researchers and policymakers better understand the impact of economic and demographic factors on green household behavior. From there, they can propose policies and strategies to promote the adoption of green consumption behaviors, especially helping households with lower incomes and assets to access and implement these behaviors. For example, policies that support financing or increase access to information about green consumption choices can help improve the ability to implement green consumption behaviors in households with more difficult economic conditions.

In conclusion, the consumption function model plays an important role in studying the economic and demographic factors influencing green household behavior, thereby supporting the recommendation of effective policies and interventions to promote environmentally friendly consumer behaviors in households.

2.2. Research Model

2.2.1. Consumer Intentions

Consumer intentions are an important concept in the study of consumer behavior. This concept is of interest to many authors and provides different definitions based on their theories and studies. Consumer intentions are defined as a consumer’s willingness to spend in the near future to purchase a particular product or service [7]. Similarly, Ref. [16] argued that consumer intentions reflect a consumer’s willingness to purchase a product soon and are determined by five key factors, including benefits, quality, price, image, and experience [15]. In addition, research by Fishbein & Ajzen (1977) shows that consumer behavioral intentions are considered the best predictor of true consumer behavior, reflecting consumers’ consumption decisions [17]. The authors propose a cognitive action theory (TRA) model to explain and predict consumer behavioral intentions [18]. Thus, studies emphasize that consumer intention is an important concept in consumer behavior research, which is considered a premise for actual consumer behavior.

In this study, the authors summarize that consumer intentions are a concept that reflects a consumer’s willingness and level of determination to make a particular purchase behavior in the near future. Consumer intention is determined by many factors and is also the best predictor of actual consumer behavior. As such, consumer intentions are an important concept and are widely used in consumer behavior research.

After presenting the general concepts of consumption intentions, this article goes on to mention an important sub-concept, green consumption intentions. Green consumption intentions—the concept defined as consumers’ willingness to spend on environmentally friendly products and services [18]—reflect consumers’ responsible consumption decisions, demonstrating their role and responsibility in protecting the ecological environment [1,2,3,4,5,6,7,8,9,10,11,12,13,14,15,16,18,19]. Similar to consumer intentions in general, green consumption intentions are not only related to the procurement of green products but also demonstrate consumers’ awareness and initiative in protecting the environment through their consumer behavior. This shows that green consumption intentions are an important concept in the study of environmentally responsible consumer behavior, which is considered a premise for actual green consumption behaviors (Figure 1).

As such, green consumption intentions are an important concept, reflecting consumers’ willingness to spend on eco-friendly products and services and demonstrating their awareness and responsibility in protecting the ecological environment through consumer behavior. This concept has been of interest to researchers and offers many definitions and models to explain and predict.

2.2.2. Green Consumer Behavior

Consumer behavior is a very important topic in marketing research and consumer behavior. Understanding consumer behavior helps managers and marketers design effective marketing strategies that meet the increasingly diverse and changing needs of consumers. Before diving into the specific aspects of consumer behavior, we need to learn about its basic concept. Consumer behavior refers to the process of selecting, purchasing, using, and enjoying products or services that meet individual or family needs and desires [20]. Researchers have determined that consumer behavior is influenced by many factors, including demographic characteristics; psychological factors, such as perception, motivation, and attitude; social factors; and marketing factors, such as product, prices, distribution channels, and communication [21]. The consumer behavior model shows that this process is formed from factors such as perception, lifestyle, personality, influence groups, and the decision-making process of consumers [20]. The study of consumer behavior helps companies better understand customers’ behaviors, needs, and desires, thereby designing more effective marketing and marketing strategies [22]. In recent decades, the issue of environmental protection and sustainable use of resources has become more and more important in society. This has significantly influenced people’s consumer behavior, leading to the emergence and development of “green consumer behavior”. Green consumer behavior is an emerging concept that reflects shifts in consumer needs and priorities. Research on green consumer behavior shows that consumers are increasingly aware of the importance of minimizing negative impacts on the environment. They are becoming more concerned about issues such as climate change, depletion of natural resources, and environmental pollution. Therefore, they turn to choosing and using more environmentally friendly products and services. Understanding and monitoring this trend will help businesses design marketing strategies and deliver products in line with the green consumer needs of customers. Thus, green consumer behavior is defined as consumer behavior aimed at minimizing negative environmental impacts through the selection, use, and elimination of products and services [23]. Specifically, green consumer behavior includes activities such as reducing waste, saving energy and water, and using environmentally friendly and recyclable products [24]. These behaviors reflect consumers’ desires to protect the environment and use resources sustainably [25]. Green consumer behavior is also defined as consumer behavior that focuses on minimizing negative impacts on the environment through the selection, use, and elimination of products and services [26]. Specifically, it is a behavior that reduces the amount of waste, saves energy and water, uses environmentally friendly products, and can be recycled [17]. These behaviors reflect consumers’ desires to protect the environment and use resources sustainably [27]

2.2.3. Household

The concept of “household” plays a central role in the study of planning, spending, and consumer behavior. Many researchers have mentioned and given different definitions of a household. Households are considered basic economic units in society [28]. According to Blackwell’s definition, a household partner includes one or more people who are living together or working together at the same address [29]. Specifically, Waters (2015) [30] defines a household as the most basic economic unit in society, where its members live together, work, and share in consumption. Similarly, Rawson et al. (2016) argue that a household is a collection of one or more individuals who live or work together at the same location [31].

Thus, a household is defined as a basic economic unit of society consisting of one or more people living, working, and sharing consumption decisions at the same address. This is an important concept in the study of consumer behavior and marketing management.

According to Halpenny, E.A (2025), the value of product usefulness is determined by the benefits consumers receive from a product’s properties and functions [32]. Woodruff (1997) [33] and Hoang et al., (2022), Nguyen et al., (2016) also emphasize that product quality and service are important components that create fair and economic value for consumers [34,35]. Studies continue to show that product usefulness, such as quality and unique features, directly influences consumers’ intentions to buy green products [36]. Specifically, when green products exhibit superior, differentiated, and durable features, consumers tend to be more interested and intend to buy that product [37].

Thus, product features, through the values brought to consumers, play an important role in forming green consumption intentions. This is in line with the research objective of the factors influencing green consumer behavior.

H1: 

Product useful awareness has a positive influence on green consumption intentions.

According to studies, environmentally conscious consumers are individuals who are aware of their own roles and responsibilities in protecting the environment and using natural resources sustainably. They are aware of the impacts of environmental pollution and climate change on daily life [38,39]. Many studies have also shown that environmental awareness is an important component of consumers’ green shopping attitudes and intentions. Specifically, people with high levels of education and high environmental knowledge are more likely to engage in pro-environmental behaviors, including green consumption. Conversely, a lack of understanding of the environment will negatively affect green consumer behavior. Studies by [40] also highlight that an awareness of the impact of action on the environment and the urgency of environmental issues are key factors stimulating green consumer behavior [41,42,43]. Thus, environmental awareness plays an important role in shaping green consumer attitudes, intentions, and behaviors. This is in line with the research objective of the factors influencing green consumer behavior.

H2: 

Environmental awareness has a positive influence on green consumption intentions.

According to Ajzen (1980), a subjective norm is understood as an individual’s perception of the surrounding influences associated with performing a behavior [44]. Studies by Fishbein and Ajzen (1977) [17] have also categorized these sources of impact into two main aspects: influence from reference groups such as friends, family, and colleagues and influence from society through the media and advice of experts [18]. In the field of green consumption, subjective norms express the perception of consumers, especially students, about these impacts on the ability to buy green products. In particular, due to the low awareness and income of Vietnamese people about green consumption, social influence plays an important role in promoting changes in consumers’ perceptions and intentions of green consumption. Current studies have also found a positive relationship between subjective norms and consumers’ green consumption intentions [45,46].

Therefore, subjective norms are an important factor that needs to be considered when researching the factors affecting green consumer behavior.

H3: 

Subjective norms have a positive influence on green consumption intentions.

Maloney and Ward (1973) showed a strong link between positive attitudes about the environment and environmentalist behavior [47]. People with positive attitudes about the environment tend to take more environmental action [48]. Similarly, Barbossa’s research also found that positive attitudes towards the environment are positively correlated with consumers’ intentions to purchase eco-friendly products, although cost remains a factor influencing purchasing decisions [49]. Nguyen’s research indicates that positive attitudes about the environment are one of the most important factors influencing consumers’ green consumption intentions in the Chinese market [50].

In conclusion, attitudes towards the environment play a key role in shaping consumers’ intentions and promoting green consumer behavior. This is a factor that needs to be considered when researching the factors influencing green consumer behavior.

H4: 

Attitudes have a positive influence on green consumption intentions.

According to studies by Bekhet et al. (2012) and Wang & Tung (2012), green promotion activities refer to the communication strategies that businesses use to promote and introduce environmentally friendly products and services to their target market [19,51]. These marketing activities can inform consumers about changes and improvements in green products and provide detailed information about the ingredients, features, and benefits of the product. These promotional activities will help raise consumer awareness about green products in the market. As consumers are provided with more information and knowledge about green products, along with promotions, they will receive more benefits when choosing green products. Previous studies have shown that green promotion activities are an important factor that influences consumers’ green consumption intentions. Therefore, green promotion activities should be considered as one of the factors to be studied when analyzing the factors affecting green consumer behavior [52].

H5: 

Green promotion activities have a positive influence on green consumption intentions.

In addition to the approaches from the theory of planned behavior, authors such as [53,54] add approaches from demographic variables, green product-related variables, and marketing activities to raise awareness of green product consumption. Today, green consumption has been quite popular in developed countries and has also made initial strides in developing countries as personal incomes and consumer consciousness are increasing. The recent number of people willing to pay more for eco-friendly products shows that the market for eco-friendly products is expanding.

Gender can affect personal values and priorities. Some studies show that women are generally more concerned about environmental issues and tend to preserve and protect the environment more than men. However, there is not always a clear separation, and individuals can make green consumption decisions regardless of their gender.

Regarding age, in several studies, researchers have shown that age can influence green consumer behavior. Specifically, different age groups may have different views on green product shopping and use

In addition, research by Khai & Anh (2016) also found differences between groups of people classified by education level and income by the Levene test and the Kruskal–Wallis test [39]. Higher-income earners have more green consumption intent, and higher-educated groups have more green consumption intentions.

H6: 

Household Characteristics have a positive influence on green consumption intentions.

Researchers such as Davis (1991) and Ajzen (1989) all emphasize behavioral intention as an individual’s willingness to commit a certain behavior in the future [55,56]. From these definitions, we can derive that green consumption intention is the willingness and determination of the individual to use green products. The concept of green consumer intent fits into the context of research on green consumer behavior, as it reflects consumers’ commitment to choosing and using environmentally friendly products and services. As such, identifying and measuring green consumption intentions play an important role in predicting and explaining consumers’ actual green consumer behavior. Many studies in the field of green consumption and environmental behavior have shown that green consumption intentions are one of the most important factors influencing actual green consumer behavior [50,57]. Green consumer intentions are defined as consumers’ willingness to engage in consumer behaviors that minimize negative impacts on the environment. Research by Sinnappan and Rahman (2011) [54] also showed a strong correlation between green consumption intentions and the level of participation in specific environmental behaviors, such as economic use of electricity, recycling, and reducing waste. This suggests that when consumers have a stronger intention to consume in an environmentally friendly way, they are more likely to implement those green consumption behaviors [20]. Understanding the relationship between green consumer intentions and behaviors will help researchers and businesses design more effective strategies to promote green consumer behavior in communities.

H7: 

Green consumption intentions have a positive influence on green consumer behavior.

Product useful awareness is the degree to which consumers understand and are aware of the attributes and benefits of green products. Useful awareness can include information about environmental impact, recyclability, energy savings, renewable materials, or any other factor related to product sustainability [58]. Green consumer behavior can include purchasing recycled goods, using less energy consumption, limiting the use of hazardous substances, or prioritizing products from sustainable sources. Useful product awareness will have a positive influence on green consumer behavior through green consumption intentions. This means that when consumers are aware of the benefits and value of green products, they tend to intend to buy and use green products [2,3,4,5,6,7,8,9,10,11,12,13,14,15,16,17,18,19,21,22,23,24,25,27].

H8: 

Product useful awareness has a positive influence on green consumer behavior through green consumption intentions.

Academic studies in this area focus on identifying consumer motivation based on pro-environmental behaviors [3,7] and explaining the relationship between cognitive or motivational factors and environmentally conscious behavior [59]. In addition, Biswas and Roy (2014) defined green products as products created with recyclable materials for the purpose of reducing waste, saving water and energy, supporting the use of packaging, and reducing the number of harmful substances released into the environment [21].

In addition, Biswas and Roy (2014) gave the following characteristics of green products: (1) fuel economy, durability, and low maintenance costs; (2) they are good for health; (3) they do not contain substances that affect ozone or harm the natural environment; and (4) they are easy to recycle or compost [21]. Green consumers are individuals with consumer behaviors that care about the environment [21]. In other words, green consumption is the minimization of adverse effects on the environment. Environmental awareness will have a positive influence on green consumption behavior through green consumption intentions.

H9: 

Environmental awareness has a positive influence on green consumer behavior through green consumption intentions

When consumers are aware of the importance of protecting the living environment and the negative impacts of polluted products, they will form positive subjective norms about green consumption. This creates an incentive for consumers to choose more environmentally friendly products in their shopping decisions. When intention is translated into action, green consumer behavior is formed. Yadav and Pathak’s research shows that subjective norms have a positive influence on green consumption intentions [60]. Specifically, they have found that subjective norms formed by the influence of family, friends, and society play an important role in driving consumers’ green consumption intentions. Accordingly, when consumers sense that those around them expect and encourage them to adopt green consumption behavior, their green consumption intentions increase. Similarly, ref. [60]’s research has also shown that subjective norms have a positive effect on consumers’ green consumption intentions [26]. This study was conducted on consumers in Vietnam, and the results show that when consumers experience expectations and encouragement from family, friends, and society about green consumption, their green consumption intentions increase. In addition, the study by [61] also confirms a positive relationship between subjective norms and green consumption intentions. This study was conducted on consumers in India, and the results show that subjective norms are one of the important factors influencing consumers’ green consumption intentions.

In summary, based on the above studies, subjective norms are considered an important factor that positively affects consumers’ green consumption intentions. When consumers experience expectations and encouragement from family, friends, and society about green consumption, their intentions to consume green increases; from there, green consumption intentions can lead to actual green consumer behavior.

H10: 

Subjective norms have a positive influence on green consumer behavior through green consumption intentions.

Consumers have an attitude of approving and supporting green products, and they will consciously want to choose and prioritize these products in their consumption decisions. Conversely, negative or apathetic attitudes will cause consumers to pay little attention to environmental sustainability in their product choices. Therefore, a positive attitude will drive green consumer intentions and actions. Research by Maichum et al. (2016) indicates that attitude is one of the most important factors influencing consumers’ green consumption intentions [45]. This study was conducted on consumers in Malaysia and the results show that when consumers have a positive attitude towards green consumption, they will have a higher intention to consume green. Joshi and Rahman’s research also confirms a positive relationship between green consumption attitudes and intentions [37]. This study was conducted on consumers in the US, and the results show that attitude is one of the most important factors influencing consumers’ green consumption intentions. In addition, research by Nguyen et al. (2016) also shows that positive attitudes towards green consumption are an important factor leading to higher green consumption intentions of consumers [50]. This study was conducted on consumers in Bangladesh, and the results showed a positive relationship between green consumption attitudes and intentions.

Therefore, the above studies all show that attitude is an important factor that positively influences consumers’ green consumption intentions. When consumers have a positive attitude towards green consumption, they will have a higher intention to consume green, which, in turn, can lead to actual green consumer behavior.

H11: 

Attitudes have a positive influence on green consumer behavior through green consumption intentions.

In addition to psychological factors such as subjective norms and attitudes, a business’s marketing strategy also plays an important role in promoting green consumer intentions and behavior. The application of green marketing strategies, such as promoting the sustainability of products and environmental protection messages, will raise consumers’ awareness of the importance of choosing environmentally friendly products. When consumers receive a green marketing strategy message, they will form a sense of wanting to prioritize choosing products that are advertised as more sustainable and environmentally friendly. This motivates green consumption intentions to flourish, leading to the choice and use of products that truly respect the living environment. Therefore, green marketing strategies play a key role in the process of promoting green consumption. Mourad and Ahmed’s (2012) research indicates that green marketing has a positive influence on consumers’ green consumption intentions [48]. Accordingly, when consumers receive information about green products through green marketing activities, they will tend to form higher intentions to buy green products. Similarly, ref. [39]’s research also shows that green marketing has a positive influence on consumers’ green consumption intentions [57]. Accordingly, when consumers are aware of the green marketing messages of businesses, they will be more inclined to form the intention to buy green products. In addition, ref. [18]’s research also confirms a positive relationship between green marketing and green consumption intentions [49]. Accordingly, green marketing activities, such as advertising, promotion, etc., can affect consumers’ perceptions and intentions of green consumption.

According to the above studies, green marketing is considered an important factor that positively affects consumers’ green consumption intentions. When consumers receive information about green products through green marketing activities, they will be more inclined to form an intention to buy green products. From there, green consumption intentions can lead to actual green consumer behavior.

H12: 

Green promotion has a positive influence on green consumer behavior through green consumption intentions.

Aside from individual factors, household characteristics are also related to consumer behavior. Specifically, the age, gender, and education level of a household representative impact environmental consciousness. This makes them form a more environmentally friendly shopping consciousness. By influencing consumer consciousness, household characteristics contribute to the process of forming consumers’ environmentally friendly shopping intentions and behaviors. As noted in the research of Van and Vu (2014) Household characteristics, including factors such as income level, education, age, and family size, play a crucial role in shaping green consumption behavior [62]. These characteristics influence consumers’ awareness, attitudes, and motivations towards environmentally friendly products. Higher-income households often have a greater financial capacity to purchase green products, while those with higher education levels tend to be more informed about environmental issues and the benefits of sustainable consumption. Moreover, household demographics shape consumer intention, which acts as a mediator in the decision-making process. For example, younger consumers or families with children may prioritize sustainable consumption due to long-term environmental concerns, while households in urban areas might have better access to green products and eco-friendly alternatives. Our findings support the mediating role of green consumption intention, demonstrating that household characteristics indirectly influence actual green consumption behavior. This suggests that policies aimed at promoting green consumption should consider demographic factors, such as targeted educational campaigns, financial incentives, and accessibility improvements for different household groups. We hypothesize that:

H13: 

Household characteristics have a positive influence on green consumption behavior through green consumption intentions.

3. Research Methodology

3.1. Questionnaire Design

This study was conducted according to a mixed research method, combining both qualitative and quantitative research. This was intended to take advantage of both methods, ensuring the comprehensiveness and depth of the research [40]. First, qualitative research was conducted through inquiry, looking up relevant documents from sources such as the internet, textbooks, and books. Moreover, exchanges with experts in the field of research were also carried out. The aim of the qualitative research was to gain insight into households’ experiences, perspectives, and motivations regarding green consumer intentions and behaviors. This information will help underpin the design of quantitative research. Next, quantitative research was conducted with the design of a research model based on theory and the construction of survey questionnaires. The process of collecting primary data was carried out by sending questionnaires to the study subjects. The study was designed according to the causal research model, which aims to identify the associations between variables in the model. Empirical techniques were applied, in which the independent variable played the role of experimental processing, and the dependent variable was the object of observation and measurement. The scale used in this study was a 5-level Likert scale, from 1 (strongly disagree) to 5 (strongly agree). This scale helps measure the degree of agreement or disagreement of research subjects with questions related to green consumer intentions and behaviors.

3.2. Sample and Data Collection

The main purpose of this study is to study the relationship between influencing factors with green consumption intentions and green consumption behaviors of households. This suggests that this is a study that focuses on identifying and evaluating the factors that influence households’ decisions and actions to consume environmentally friendly products. The subjects of this study were identified as households, especially in Hanoi. The choice of this study object is appropriate for the purpose of the study because households are the final consumers determining the procurement of green products. Hanoi is a large city with a high standard of living, so the survey here will help collect data reflecting the green consumption trend of households. To select the study sample, the authors applied a simple random sample selection method. This is a non-probability sampling method in which each unit in the study population has an equal chance of being selected for the sample. This method ensures randomness and objectivity, making the research results highly representative of the whole.

The study questionnaire consists of 33 main questions. According to the recommendation of Sinnappan and Rahman (2016), the minimum sample size is 105 samples; for this case, to ensure representativeness and minimize errors, this study collected a sample size larger than the recommended minimum [54]. The results were 33 observed variables representing eight factors studied. This study was conducted by distributing 360 questionnaires to households in Hanoi. All 360 questionnaires were collected; however, 40 sheets that did not meet the quality requirements were discarded. After collecting the raw data, the author used SPSS 22 and AMOS 22 software to clean the research data. This process involves checking and removing observations that are missing value, out of the permissible range, or showing signs of anomalies. Next, the reliability of each scale was verified. Reliability scales will be included in the EFA discovery factor analysis to eliminate unsatisfactory observed variables. Upon completion of the EFA analysis, observations satisfying the requirements will be included in the affirmative factor analysis and SEM linear structure model to validate the research model and hypothesis proposed by the author earlier.

4. Research Results

4.1. Reliability Analysis

From the collection of primary data, the author conducted a quantitative data analysis through SPSS software and hypothesis testing using AMOS. First, the author conducted a reliability test of scales, including product usefulness awareness (HI), environmental awareness (MT), subjective norms (CCQ), attitudes (TD), green promotion (CTX), household characteristics (DT), intention (YD), and behavior (HV).

The criteria applied to verify the reliability of the scale are that Cronbach’s Alpha (Ca) coefficient must be greater than 0.6, and the total variable correlation coefficient must be greater than 0.3. If a variable does not meet these criteria, then it is considered a garbage variable and will be removed from the scale for further analysis. At the same time, it is also important to consider that the total variable correlation coefficient of the excluded variables must be less than the total variable correlation coefficient of the scale. Variables that do not meet the above criteria are considered unreliable and are not used in the subsequent analysis of the study. The results of the reliability verification process of the scales are presented in

Table 1. Reliability analysis.

Element	Cronbach’s Alpha (Ca)
Product usefulness awareness	0.905
Environmental awareness	0.913
Subjective norms	0.865
Attitudes	0.835
Green promotion	0.901
Household characteristics	0.818
Intention	0.892
Behavior	0.876

.

From the above research results, we can see that the scales all have a Ca coefficient of >0.6; specifically, the smallest CA fixed system is the Ca coefficient of the household characteristics (DT) scale = 0.818 > 0.3. In addition, the total variable correlation coefficients of the observations in each scale are greater than 0.3. At the same time, the total variable correlation coefficients of the observations, if the type of variable meets the requirement, are less than the general Ca confidence coefficient. Therefore, scales consisting of six independent variables, one intermediate variable, and one dependent variable all meet reliability and continue to be included in the EFA discovery factor analysis.

4.2. Exploratory Factor Analysis

We included all of the observations of the independent variables, intermediate variables, and dependent variables in the EFA discovery factor analysis as follows: product usefulness awareness (four observations), environmental awareness (five observations), subjective norms (five observations), attitudes (four observations), green promotion (four observations), household characteristics (four observations), intention (four observations), behavior (three observations). Here are the results of the EFA discovery factor analysis (

Table 2. KMO and Bartlett’s test.

KMO and Bartlett’s Test
Kaiser–Meyer–Olkin Measure of Sampling Adequacy.		0.855
Bartlett’s Test of Sphericity	Approx. Chi-Square	7444.012
	Df	528
	Sig.	0.000

and

Table 3. Pattern matrix.

Pattern Matrix
	Component
	1	2	3	4	5	6	7	8
MT4	0.889
MT3	0.858
MT6	0.854
MT5	0.853
MT2	0.775
MT1	0.730
CCQ3		0.852
CCQ2		0.830
CCQ5		0.804
CCQ1		0.762
CCQ4		0.740
HI4			0.927
HI2			0.873
HI1			0.870
HI3			0.848
YD4				0.902
YD2				0.902
YD3				0.835
YD1				0.831
CTX4					0.913
CTX1					0.895
CTX2					0.874
CTX3					0.815
DT4						0.889
DT2						0.822
DT1						0.785
DT3						0.675
TD1							0.898
TD2							0.893
TD3							0.790
HV2								0.924
HV1								0.873
HV3								0.809
Extraction Method: Principal Component Analysis. Rotation Method: Promax with Kaiser Normalization.
Rotation converged in 6 iterations.

):

Based on the evaluation indicators, factor analysis was performed to consider the suitability of the model to the actual data. First, the coefficient KMO = 0.855 crosses the acceptance threshold (0.5 ≤ KMO ≤ 1), indicating an appropriate factor analysis method. The Bartlett test also demonstrated a correlation between observed variables, with Bartlett’s test sig reaching values of 0.00 < 0.05. Factors are retained in the model based on the eigenvalue, with factors having an eigenvalue = 1029 > 1. The decay of the model is also considered through total quotation variance, with the total extraction variance reaching 73.583%, crossing the acceptance threshold of 50%. Finally, the load factor of the factors is greater than 0.5, indicating the degree of correlation between the observed variables and the corresponding factor. These results provide credibility to the factor analysis model and reflect the relationship between observed and factor variables in the study data.

After completing the exploration factor analysis (EFA), the author decided to keep all 33 observations for the variable unchanged with no decrease or increase in the number of observations on the scale. Therefore, these variables are further included in the subsequent exploratory confirmatory factor analysis (CFA), where the authors will test the hypotheses they have proposed.

4.3. Confirmatory Factor Analysis

After analyzing the CFA, the results show that the measurement model is consistent with the actual data obtained. The model fit indicators, evaluated according to Hu and Bentler (1999) standards, meet the acceptable thresholds: CMIN/df = 1.936 (≤3); GFI= 0.864 (≥0.9); CFI = 0.939 (≥0.9); RMSEA = 0.051 (≤0.06); PCLOSE = 0.363 (≥0.05) [63]. Although the GFI has a value of 0.864, it is accepted by Baumgartner and Homburg (1996)) due to the limitation of the sample size [64]. Based on these results, we can conclude that the scale meets the evaluation conditions and achieves unidirectionality.

After verifying that the model has matched the market data, we will next proceed to test the reliability, convergence, and value of the scale.

Based on the normalized load factor table (

Table 4. Standardized regression weights: (group number 1—default model).

			Estimate
MT4	<---	MT	0.848
MT3	<---	MT	0.783
MT6	<---	MT	0.860
MT5	<---	MT	0.850
MT2	<---	MT	0.756
MT1	<---	MT	0.679
CCQ3	<---	CCQ	0.783
CCQ2	<---	CCQ	0.809
CCQ5	<---	CCQ	0.756
CCQ1	<---	CCQ	0.674
CCQ4	<---	CCQ	0.727
HI4	<---	HI	0.931
HI2	<---	HI	0.821
HI1	<---	HI	0.841
HI3	<---	HI	0.766
YD4	<---	YD	0.892
YD2	<---	YD	0.856
YD3	<---	YD	0.785
YD1	<---	YD	0.749
CTX4	<---	CTX	0.895
CTX1	<---	CTX	0.926
CTX2	<---	CTX	0.789
CTX3	<---	CTX	0.716
DT4	<---	DT	0.797
DT2	<---	DT	0.697
DT1	<---	DT	0.712
DT3	<---	DT	0.712
TD1	<---	TD	0.884
TD2	<---	TD	0.844
TD3	<---	TD	0.680
HV2	<---	HV	0.862
HV1	<---	HV	0.835
HV3	<---	HV	0.821

), we find that all normalized load factors are ≥0.5, with the smallest normalized load factor being DT3 = 0.712 of the DT variable. At the same time, the CR aggregate confidence of all variables is greater than 0.7, with the UM variable with CR = 0.820 being the smallest. Thus, it can be concluded that the scales of the study have reached sufficient reliability.

To test the convergence of this study, we considered whether the CR is greater than 0.7, and if it is greater, convergence is guaranteed. In addition, the AVE index is also a criterion for evaluation—with an AVE greater than 0.5, convergence is guaranteed. In particular, if both indicators reach the evaluation threshold, convergence will be confirmed more strongly. From this, we can see that the variable’s CR indicators are all > 0.5, and their AVE is also greater than 0.5, thus satisfying the set criteria. The convergence of the study is confirmed (

Table 5. Convergence and diversity.

	CR	AVE	MSV	MaxR (H)	TD	MT	CCQ	HI	YD	CTX	DT	HV
TD	0.847	0.652	0.099	0.874	0.808
MT	0.891	0.622	0.345	0.902	0.156	0.788
CCQ	0.866	0.564	0.213	0.871	0.135		0.751
HI	0.906	0.709	0.015	0.925	0.085	0.122	−0.055	0.841
YD	0.893	0.676	0.120	0.905	0.159	0.233	0.231	0.122	0.822
CTX	0.902	0.698	0.238	0.927	0.105	0.488	0.192	0.083	0.025	0.835
DT	0.820	0.534	0.139	0.826	0.023	0.256	0.290	0.044	0.245	0.160	0.730
HV	0.877	0.705	0.345	0.879	0.314	0.587	0.461	0.014	0.347	0.232	0.373	0.839

).

Finally, to be differentiated, MSV indices must be less than the corresponding AVE index; at the same time, the SQRTAVE index should be greater than the correlation indicators between variables.

4.4. Testing Research Models and Hypotheses

After the factor analysis explored that the CFA is a suitable factor for the model, we conducted a SEM analysis to test the hypothesis of the relationships between independent and dependent variables and the intermediate relationships between independent variables and dependent variables through model fit coefficients (Figure 2).

Based on the above image, it can be concluded that the research model has been tested and is consistent with the actual data. The measurement indicators all met the evaluation criteria and were appropriate to the context and scale of the study. For example, the PCLOSE index with a value of 0.364 crosses the threshold of 0.01, the CMIN/df has a value of 1.934, meets the criteria below 3, and the CFI index reaches 0.939, crossing the threshold of 0.9. RMSEA, with a value of 0.051, is also lower than the threshold of 0.08, while the GFI has a value of 0.863, which is appropriate for the size of this study. This shows that the model has been tested and accepted as consistent with the data, which allows us to continue on to the next step of SEM analysis, looking at the relationships between variables through a table of unnormalized regression coefficients (

Table 6. Regression weights: (group number 1—default model).

Hypothesis	Correlated			Estimate	S.ES	C.R.	p	Label
H1	YD	<---	HI	−0.011	0.020	−0.552	0.581
H2	YD	<---	MT	0.171	0.032	5.388	***
H3	YD	<---	CCQ	0.154	0.035	4.361	***
H4	YD	<---	TD	0.113	0.030	3.781	***
H5	YD	<---	CTX	−0.047	0.020	−2.415	0.016
H6	YD	<---	DT	0.103	0.031	3.326	***
H7	HV	<---	YD	2.938	0.485	6.056	***

*** indicates p < 0.1.

).

From the above table of statistics, based on the value of p < 0.05, the independent variable has a relationship that directly affects the dependent variable. It can be seen that in all the above relationships, most have values of p = 0.00 < 0.05, so these relationships are statistically significant with 95% confidence (p < 0.05) and act positively with each other because of the positive estimation coefficient. However, there is only one YD<---HI relationship with a value of p = 0.581 > 0.05, and it can be concluded that the perceived usefulness of the product does not affect green consumer intention. In summary, from the above analysis, the following hypotheses are accepted: H2, H3, H4, H5, H6, and H7, and reject the H3 hypothesis.

After examining the direct impact relationships, the author continued to examine the indirect relationship through the intermediate variable. The test results in the table above show that in the relationships HV<---YD<---MT, HV<---YD<---CCQ, and HV<---YD<---TD, HV<---YD<---CTX HV<---YD<---DT has the variable YD as an intermediate variable after testing the indirect sig. coefficient of these relationships and has a sig. coefficient of 0.002, respectively; 0.002; 0.001; 0.012; 0.002 satisfies the sig. < 0.05 coefficient criterion. Therefore, we can conclude that, between them, an indirect relationship is expressed through the variable YD. In addition, these independent variables do not exhibit an interaction with the behavior-dependent variable through the model, so the above intermediaries are all fully intermediated by the green consumer intention (YD) intermediate variable. However, there is still an intermediate relationship HV<---YD<---HI with a coefficient sig. = 0.631 > 0.05; thus, rejecting the H8 hypothesis and accepting the H9 hypothesis, as well as H10, H11, H12, and H13 (

Table 7. Hypothesis testing results.

Hypothesis	Relationships	Indirect		Intermediate Type
		S.ES	Sig
H8	HV<---YD<---HI	−0.024	0.631	No impact
H9	HV<---YD<---MT	0.496	0.002	Total mediating effect
H10	HV<---YD<---CCQ	0.287	0.002	Total mediating effect
H11	HV<---YD<---TD	0.211	0.001	Total mediating effect
H12	HV<---YD<---CTX	−0.132	0.012	Total mediating effect
H13	HV<---YD<---DT	0.193	0.002	Total mediating effect

).

5. Conclusions

The study of factors influencing household consumption behavior is shown in the research model that the authors propose after collecting secondary data from previous studies. This study included seven elements: perceived usefulness (HI), environmental awareness (MT), subjective norms (CCQ), attitudes (TD), green promotion (CTX), and household characteristics. There is also an intermediate variable called intention (YD) and a dependent variable, green household consumption behavior (HV). After collecting and processing data using SPSS and AMOS software, it can be seen that all of the above factors have a direct impact on green consumer intention minus the perceived usefulness (HI) variable because there is a coefficient sig. = 0.581 > 0.05; the remaining variables all show a direct impact relationship. In particular, it can be seen that the positive estimation coefficient demonstrates that the independent variables directly affect the dependent variable and act as an intermediate variable of green consumer intention (YD) because they all have a sig. < 0.05 coefficient. That is, the better the environmental awareness, the more positive it will affect the green consumption intention of households. Looking at the S.ES coefficient, it can be seen that the independent variable, subjective norms (CCQ), has the strongest impact on the intention variable because it has the largest coefficient of S.ES = 0.35; then, independent variables such as environmental awareness (MT), household characteristics (DT), attitudes (TD), and green promotion (CTX) have the weakest impact on the independent variable intention (YD). In addition to acting as a dependent variable, the intermediate variable, intention, also plays a role as an independent variable that strongly affects the green consumption behavior (HV) of households, with a coefficient of S.ES = 0.485.

In addition to elucidating the direct impact relationship between variables, the author also demonstrates the intermediate role of the green consumption intention variable in the relationship between independent variables and the dependent variable, green consumption behavior (HV) of the household, as can be seen from the sig. coefficient; when analyzing the intermediate variable, we see its role more clearly: the intermediate relationships are all active and are total intermediates; only the HV<---YD<---HI relationship has a coefficient sig. = 0.631 > 0.05, so this relationship is concluded to be non-active. In addition, we can also see which variable has the strongest impact in that relationship through the green consumption intention (YD) intermediate variable based on the S.ES coefficient; we can see that environmental awareness has the strongest impact, and the green promotion variable has the weakest impact in that intermediate relationship.

From the research discussion, the author proposes academic and practical solution implications to improve the intentions and green consumption behavior of households.

On the academic side, this study adds consumption function theory to intention behavior studies in the context of studying the green consumption of households. In this study, the team demonstrated the factors that influence green consumption intention, including the above overview, as well as subjective norms, attitudes, environmental awareness, product usefulness perception, green promotion, and household characteristics. In particular, the variable “Intention” is the total intermediate variable between the independent variables and the dependent variable “Behavior”. However, the team’s results do not demonstrate the perceived factor of the usefulness of influencing consumer intention and behavior. The theories of behavior with reasonable plans and actions are inherited from the studies of Khai & Anh (2016) and produced similar results [39].

In practical terms, the research results show that in order to improve the intention of green consumption, it is necessary to raise consumers’ attention and awareness of environmental issues, encourage altruism, and, at the same time, take advantage of the effects of social influence and affirm the effectiveness of consumers’ perceptions. Firstly, raise people’s awareness through media, packaging, and websites, and use positive impact images from celebrities. Effectively exploit the media in bringing green products closer to consumers, give instructions and guidance to the Ministries of Culture, Sports, and Tourism, the Ministry of Natural Resources and Environment, Vietnam Television, and the Voice of Vietnam on propaganda programs through the media on contents to increase understanding, concern, and positive attitudes towards the environment. Encourage and support green product dissemination programs and forms in the media. Second, develop programs and policies to encourage people to use environmentally friendly products: Encourage new consumption methods to save resources, increase the use of eco-labeled, energy-efficient products, environmental labels, green food labels, and green organic foods, and reduce the use of multi-packaging products and single-use products. Third, support and create conditions for clubs, organizations, and associations for green environments and consumption to operate; relevant departments and sectors can combine associations, activities, and events to connect the community together, thereby providing a lot of useful, positive information and bringing rich green consumption approaches to people.

Limitations and Future Research Directions

While this study offers valuable insights into the factors influencing green household consumption behavior, there exist some limitations. While effectively emphasizing the role of green consumption intention as an intermediary variable, this study does not account for the potential moderating variables that could provide a deeper understanding of the relationships within the model. Factors such as income level, education, cultural norms, or geographic location may significantly influence the strength or direction of these relationships. The omission of these moderators limits the comprehensiveness of the analysis. To address this gap, we plan to incorporate moderate variables in our future research, such as income level, education, urban versus rural settings, or cultural norms, to gain a more nuanced understanding of how these factors shape the interactions within this model.