Changing Behavior in Climate Change: Exploring Factors Influencing Environmentally Friendly Products Adoption among urban consumers in Hue, Vietnam

This study investigates the dynamics of behavior change in the context of climate change mitigation, specifically focusing on the adoption of environmentally friendly products among urban residents in Hue, Vietnam. With a growing concern for the environmental impact of consumer choice, understanding the factors that influence positive behavioral shifts become essential to contribute to reduce the environmental degradation and global climate change. Utilizing a sample of 232 respondents and employing the Theory of Planned Behavior as a theoretical framework, the study explores the determinants of individual intentions to embrace eco-friendly products, including attitudes, subjective norms, and perceived behavioral control. The findings of this research aim to contribute valuable insights to both academic discourse and practical strategies for promoting environmentally conscious choice and encourage the transition toward environmentally responsible consumer behavior within urban populations in the face of climate change