[Research Contribution] How online consumers in Ho Chi Minh City are going green: The power of green knowledge and social norms

In the digital age where every shopping "click" happens in just a few seconds, a seemingly small question is becoming increasingly significant: are our daily online choices contributing to a greener future, or inadvertently adding pressure to the environment? As awareness of climate change increases, consumers are beginning to reflect on their own behaviors, especially regarding environmentally friendly products. But what truly drives them to switch to green shopping? Knowledge about the environment, influence from the community, or the belief that "green" products are truly reliable?