FACTORS AFFECTING GREEN PURCHASE INTENTION AMONG STUDENTS AT NAM CAN THO UNIVERSITY

Abstract

This study examines factors influencing green purchase intention among students at Nam Can Tho University in the context of increasing climate change and environmental pollution. The study adopts a mixed-method design: the qualitative phase refines the measurement scales, while the quantitative phase employs a convenience survey of students at Nam Can Tho University. Data were collected in October 2025 (350 questionnaires distributed, 343 returned, and 329 valid responses). Data were analyzed in SPSS using descriptive statistics, Cronbach’s Alpha, EFA for measurement validation (including the GPI scale), Pearson correlation, and multiple regression. The results indicate that Subjective Norm (SN), Perceived Value (PV), Attitude (ATT), Health Concern (HC), Environmental Concern (EC), and Price (PR) all have positive effects on green purchase intention (GPI), with HC exerting the strongest influence. The model explains 69.0% of the variance in GPI (R2 = 0.690). The hypothesis regarding the negative impact of price (H6) is rejected because the empirical results show a positive effect of price. The study proposes practical implications for universities, businesses, and regulators to promote green consumption among students.

Keywords: Green products, Nam Can Tho University, purchase intention, students