[Research Contribution] Factors affecting the green consumption decisions of students in Ho Chi Minh City

The awareness of environmental pollution among young people is very high, but why hasn't the behavior of purchasing eco-friendly products truly taken off? The gap between "understanding" and "doing" poses a challenging question: What is the real motivation that transforms concern into practical consumer decisions? Concerned about this issue, the UEH student group conducted research on "Factors affecting the green consumption decisions of students in Ho Chi Minh City." By outlining the complex psychological and social landscape of consumers, the study offers a sharp perspective on how sustainable consumption habits are formed and rooted.