Factors Influencing Consumers’ Purchase Decisions for Green Agricultural Products in Vinh Long Province: Implications for Promoting Green Consumption

Abstract

Growing environmental concerns and increasing demand for sustainable consumption have highlighted the importance of promoting consumers'purchasing decisions for green agricultural products in Vietnam. This study investigates the factors influencing consumers'purchase decisions regarding green agricultural products in Vinh Long Province and proposes practical measures to encourage green consumption. The research adopts a mixed analytical approach by synthesizing relevant literature and collecting empirical data through a survey of 300 consumers in Vinh Long Province. The findings provide evidence on consumers'purchasing decisions and identify key issues affecting the adoption of green agricultural products in the local market. Based on these findings, the study proposes five major groups of solutions: (1) enhancing communication and community awareness, (2) developing distribution systems and expanding market access, (3) implementing appropriate pricing and promotional policies, (4) strengthening product transparency and quality assurance, and (5) supporting farmers in adopting green production practices. The study contributes practical recommendations for policymakers, producers, and distributors to promote green agricultural consumption and advance sustainable agricultural development in Vinh Long Province.