Vietnamese Consumers’ Attitude Toward Green Products: The Case of Healthcare Products

The aim of this study is to investigate factors influencing consumers’ willingness to pay (WTP) premium prices for green products in the South of Vietnam. Primary data of 825 respondents was collected through an interview-based survey. Descriptive statistics and ordered logit regression (OLR) were applied for data analysis. The results show that more than 60% of respondents were female; over 80% of them were young and had experience of buying green products. Around 67.04% of them would be willing to pay more than 10% premium, and only 7.27% of the respondents would not be willing to pay a premium. Results of the OLR revealed that factors like the urban location, green expenditure, consumer’s attitude, green perceived benefits, and specific attributes of green products significantly enhance consumers’ WTP a premium. Respondents were not willing to pay or just pay less than a 10% premium due to inadequate perceived attitudes, green benefits, and products’ attributes. Respondents’ WTP from 6% to 10% premium had interest in appearance and production rather than value and inspiration to completely achieve the environmental value. For WTP more than 10% premium, customers were concerned with the practical performance and functional values of the products rather than the appearance, promotion, and discount. Accordingly, the green production industry could provide premium green products with applicable promotion and discount, and improve consumers awareness and green perceived benefits of buying green products. For customers who live in the rural area, providing green products with certified logos would be the optimal option for firmsFirms to encourage them to spend more on green products.