THE FACTORS AFFECT CONSUMERS’ INTENTION TO PURCHASE ECO-FRIENDLY BAGS IN HAIPHONG CITY

This research focuses on understanding the factors that influence consumers' intention to purchase environmentally friendly bags in Hai Phong City. There are 5 factors proposed to be included in the research model. However, with the collected data from 328 Hai Phong consumers tested using the SMARTPLS software, the testing results showed that 3 factors positively influence the intention to purchase environmentally friendly bags, which the factor with the greatest influence is "Expectations for a good life for future generations" (KVCS) (0.394), followed by the factor "Personal Image" (HACN) (0.219) and finally the factor "Attitude towards eco-friendly bags" (TD) (0.150). The results of testing the factors "Green Marketing Programs" (MX) and "Environmental Understanding" (HBMT) are not statistically significant enough to influence the intention to purchase environmentally friendly bags of consumers in Hai Phong City. With the above testing results, the research team exchanged and discussed ideas to convey messages and encourage consumers to use environmentally friendly bags