[Contribution Research] Actors influencing green purchasing behavior among consumers aged 18 to 35 in Ho Chi Minh City

As climate change and environmental pollution become increasingly prevalent in urban life, green consumption is no longer a trendy option, but rather a manifestation of social responsibility among young people. From the question of what truly motivates them to change their shopping habits – emotions from green messages, risk concerns, or awareness of their role with the Earth – a group of students from the University of Economics in Ho Chi Minh City conducted research to explain the factors that shape young consumers' green purchasing behavior in Ho Chi Minh City.