Factors affect green food consuption behavior of Consumers in Hanoi

Abstract

Green consumption has become an important academic and practical topic. Currently, consumers in Vietnam have started to aware about green food consumption. However, a recurring theme in the literature has been the attitude-behavior in green food consumption. Taking the cognitive view in studying consumer behaviors, this study theoretically developed and tested factors affects green food consumption behavior of consumers in Hanoi such as Attitude towards the environment, Attitude towards green consumption, Subjective norm of green consumption... Our data sample of 290 consumers in Hanoi provided supports for the hypotheses. Our study results thus contribute to the green consumption literature and the broader literature of consumer behavior. Implications and recommendations for further research are also discussed.