Health and Enviromental Concerns Influence the Purchasing Behavior of Green Technological Products in Hanoi

Ngoc-Quoc-Thinh Nhu, Thi Mai Le () and Thai Phong Le
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Ngoc-Quoc-Thinh Nhu: Academy of Policy and Development, International School of Business and Finance
Thi Mai Le: Vietnam National University, International School
Thai Phong Le: Foreign Trade University

A chapter in Proceedings of the International Conference on Emerging Challenges: Business Dynamics in Disruptive Economy (ICECH 2025), 2026, pp 496-504 from Springer

Abstract: Abstract Research purpose: The paper explores determinants of Hanoi consumers’ buying behavior regarding green technology products, drawing partly on the Theory of Planned Behavior (TPB) and extending it with two constructs: health concern and environmental concern. Research motivation: In recent years, the topic “Protecting the environment” is always prioritized on the table of the world forum. Therefore, the appearance of green products with the aim of protecting the environment and maintaining the sustainability is vital. Most prior studies address either green products in general or focus on a single green product. Yet, research in Vietnam especially on green technology products which is still limited. Therefore, analyzing Vietnamese consumers’ purchasing behavior for green technological goods is an urgent task that advances understanding of consumer behavior and this niche market. Research design, approach, and method: The research adopted a quantitative analysis, handling a set of questions to collect the response in Hanoi, Vietnam. A proper technique was used to select these respondents via both offline and online platform. In detail, the researcher employed the structural equation model on 241 valid samples. Main findings: The result reveals that attitude is a significant predictor toward purchasing behaviour of green technological products. In detail, two components health environmental and health concerns affect attitude with different degrees, the environmental concern has stronger impact attitude than health concern. Practical Contributions. This study’s findings may support policymakers in developing regulations and initiatives that address pressing environmental challenges. For businesses, the results provide insights into the determinants of consumer purchasing behavior toward green technology products, enabling the creation of more effective marketing strategies. Ultimately, the broader objective of this process is to contribute to tackling global environmental issues.

Keywords: Green technology products; Health concern; Environmental Concern; Purchase behaviour (search for similar items in EconPapers)
Date: 2026
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DOI: 10.2991/978-94-6239-622-7_30

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