What Leads Households to Green Consumption Behavior: Case of a Developing Country

La Son Ka and The Kien Nguyen ()
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La Son Ka: School of Economics & Management, Southeast University, Nanjing 210096, China
The Kien Nguyen: VNU University of Economics and Business, Vietnam National University, Hanoi 100000, Vietnam

Sustainability, 2025, vol. 17, issue 10, 1-22

Abstract: Understanding the drivers of green consumption behavior is crucial for promoting sustainable practices among households. This study explores the key factors influencing green consumer behavior, including environmental awareness, subjective norms, attitudes, green promotional activities, and household characteristics. By examining their interactions and the mediating role of consumer intention, this research provides a comprehensive perspective on how these elements shape household consumption choices. These findings highlight the significant impact of environmental awareness and subjective norms on shaping green consumer intentions, which, in turn, drive actual behavior. This study offers insights for policymakers and businesses to design targeted strategies that encourage sustainable consumption habits. Practical implications include the need for awareness campaigns, community engagement, and supportive policies to foster green consumer behavior.

Keywords: household intention; green consumption behavior; green attitude; subjective norms; environmental awareness; green promotion (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2025
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