Factors Affecting the Willingness to Pay for Green Packaging among Vietnamese Youths

DOI

10.2991/978-94-6239-622-7_27How to use a DOI?

Keywords

Green packaging; Environmental concern; Perceived behavioural control; Perceived consumer effectiveness; Willingness to pay; Responsible consumer behaviour

Abstract

Research purpose: This study aims to explore the factors affecting the willingness to pay young consumers for green packaging products in Vietnam, using a planned behaviour model (TPB) as a theoretical basis.

Research motivation: In recent years, plastic packaging waste in Vietnam has increased rapidly, making up over 90% of marine pollution and threatening ecosystems. Green packaging has emerged as a sustainable solution. Therefore, it is essential to study young consumers’ willingness to pay for green packaging and propose suitable marketing and communication strategies to promote responsible consumption.

Research design, approach, and method: The study was conducted with 321 young consumers in Hanoi, using a quantitative survey method to collect data. Structural Equation Modeling (SEM) is applied for data analysis to test the proposed relationships between variables.

Main findings: Environmental concern, perceived behavioural control, and perceived consumer effectiveness all positively influence the willingness to pay for green packaging. Subjective norms have a negative impact on willingness to pay. In addition, the moderating effect of knowledge factors do not significantly affect the relationship between willingness to pay and responsible consumer behaviour for green packaging.

Practical/managerial implications: The research that advances our knowledge of young Vietnamese consumers’ sustainable buying habits and serves as a foundation for marketing plans and legislative initiatives aimed at promoting the use of eco-friendly packaging in the community.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Nguyen-Nhu-Y Ho
AU  - Thuy-Vy Vu
AU  - Thi Nhu Tam Nguyen
AU  - My Hanh Le
PY  - 2026
DA  - 2026/04/21
TI  - Factors Affecting the Willingness to Pay for Green Packaging among Vietnamese Youths
BT  - Proceedings of the International Conference on Emerging Challenges: Business Dynamics in Disruptive Economy (ICECH 2025)
PB  - Atlantis Press
SP  - 449
EP  - 465
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6239-622-7_27
DO  - 10.2991/978-94-6239-622-7_27
ID  - Ho2026
ER  -