Environmental change needs behavioral change: Consumer's green purchase behavior in Vietnam

To improve the environment, people need to change behaviors. Encouraging people to use the product is the way that is the most effective, sustainable. Therefore, this study seeks to aim the factors influence on green purchase behavior. This study proposes a new model in which the young's purchase behavior is affected by four factors through the mediator variable. The questionnaire sends to 369 consumers by using the convenience sampling method. Analysis of structural equation modeling (SEM) conducts to identify the affect of the relationship between concepts. The study results indicate that attitudes toward green products and green purchase intention are mediator roles in the effect of environmental concern, environmental knowledge, social influence, and price sensitivity on green purchase behavior. The findings also shed light on how potential factors influencing consumer's behavior. The study indicates that great personal concern and knowledge about the environment to increase the ability to purchase a green product. Besides, the study also finds that price sensitivity does not affect consumers' attitudes toward green products, but it has an impact on their purchase intention. This study provides recommendations to management to improve their strategic sales to increase consumption products and the Government to support businesses producing green products.