Factors Affecting the Willingness to Pay for Green Packaging among Vietnamese Youths

Nguyen-Nhu-Y Ho (), Thuy-Vy Vu, Thi Nhu Tam Nguyen and My Hanh Le
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Nguyen-Nhu-Y Ho: Faculty of Economics and Management, International School, Vietnam National University
Thuy-Vy Vu: Faculty of Economics and Management, International School, Vietnam National University
Thi Nhu Tam Nguyen: Faculty of Economics and Management, International School, Vietnam National University
My Hanh Le: Faculty of Economics and Management, International School, Vietnam National University

A chapter in Proceedings of the International Conference on Emerging Challenges: Business Dynamics in Disruptive Economy (ICECH 2025), 2026, pp 449-465 from Springer

Abstract: Abstract Research purpose: This study aims to explore the factors affecting the willingness to pay young consumers for green packaging products in Vietnam, using a planned behaviour model (TPB) as a theoretical basis. Research motivation: In recent years, plastic packaging waste in Vietnam has increased rapidly, making up over 90% of marine pollution and threatening ecosystems. Green packaging has emerged as a sustainable solution. Therefore, it is essential to study young consumers’ willingness to pay for green packaging and propose suitable marketing and communication strategies to promote responsible consumption. Research design, approach, and method: The study was conducted with 321 young consumers in Hanoi, using a quantitative survey method to collect data. Structural Equation Modeling (SEM) is applied for data analysis to test the proposed relationships between variables. Main findings: Environmental concern, perceived behavioural control, and perceived consumer effectiveness all positively influence the willingness to pay for green packaging. Subjective norms have a negative impact on willingness to pay. In addition, the moderating effect of knowledge factors do not significantly affect the relationship between willingness to pay and responsible consumer behaviour for green packaging. Practical/managerial implications: The research that advances our knowledge of young Vietnamese consumers’ sustainable buying habits and serves as a foundation for marketing plans and legislative initiatives aimed at promoting the use of eco-friendly packaging in the community.

Keywords: Green packaging; Environmental concern; Perceived behavioural control; Perceived consumer effectiveness; Willingness to pay; Responsible consumer behaviour (search for similar items in EconPapers)
Date: 2026
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DOI: 10.2991/978-94-6239-622-7_27

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