Factors Affecting Consumers’ Decision of Purchasing Green Products: The Case of Healthcare Products in the Mekong River Delta of Vietnam

Nowadays, more and more people prefer to consume green products due to the raising awareness about the well-being of humans and animals, and environmental contamination. Accordingly, they need to make decision to continue buying the conventional product or switch to a green product with the same function. Hence, this study aims to examine the factors affecting the decision of buying green products by consumers in the Mekong River Delta of Vietnam. Google Forms tool was used for conducting the online survey through Facebook and Zalo platforms. Primary data from 1092 respondents were employed for data analysis. Descriptive statistics and logit regression model were employed in the study. The results show that the cost of consuming a green product was higher than that of a conventional product due to the requirements for its production. Additionally, results of the logit regression show that the key factors affecting consumers’ decisions on purchasing green products are socio-demographic characteristics, product attributes, health consciousness, environmental concern, ethical concern, and trustworthiness. This study is expected to provide insights for policymakers and companies to promote an increase in consumers’ green purchase intention and the sustainable development of the green industry. Companies should invest more in technology to reduce production costs and provide specific products with promotions to attract more buyers in different market segments. The local authorities and companies should provide more information on ethical issues, environmental certificates, and market information to buy green products. Financial support should be offered to companies for producing a higher volume of green products at an affordable price.