Work

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

Year: 2025

Type: article

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.

Source: Sustainability

DOI: 10.3390/su17104319

Authors: La Son Ka, The Kien Nguyen

Institutions: Southeast University, VNU University of Economics and Business

Language: English

Topic: Environmental Sustainability in Business

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

SDGs: Climate action, Responsible consumption and production

Open Access status: gold

Estimated APC paid: $2,896