Nghiên cứu các yếu tố ảnh hưởng đến mức sẵn lòng chi trả thêm cho tiêu dùng xanh của người tiêu dùng tại thành phố Cần Thơ

Abstract

The study was conducted to analyze the factors affecting the willingness to pay more for “green consumption” of Can Tho consumers and to propose some solutions to improve the attitude and behavior of Can Tho city residents towards green consumption, thereby real green consumption can be promoted. Survey of 150 consumers with convenient sampling methods at supermarkets, large commercial centers was conducted in Can Tho city. Quantitative research methods including descriptive statistical methods, methods of testing the reliability of the scale, exploratory factor analysis methods and linear regression models were used. The result shows that the willingness to pay more for green consumption is impacted of four factors including attitudes towards the environment and green consumer behavior, subjective norms and controling cognitive behavior.