The Role of Social Media on Green Food Consumption Intention in Hanoi, Vietnam

This study aims to discuss the role of social media in shaping consumer attitudes in the Vietnamese context. The research examines the impact of green attitude, green customer value, and social media on environmental concerns, subjective norms, and perceived green value concerning green consumers' food purchase intention. The study utilizes data from a survey conducted among 483 consumers in Hanoi, Vietnam, and adopts the Theory of Planned Behavior (TPB) as the initial framework for studying green food purchase intention. We modify and extend the TPB model by incorporating cultural, social, and personal psychological factors relevant to green food consumption. The findings of this study contribute to the understanding of the factors influencing consumer purchase intention in Hanoi, Vietnam. The results demonstrated the influence of social media on subjective norms, environmental concerns, and perceived green value, which in turn affect green food purchase intention among Vietnamese consumers. These results imply that to increase green food preferences among consumers, governments should also consider social media-based education programs to build an understanding of green food and sustainable consumption and emphasize the outstanding benefits of green products for the environment and society. In addition, marketers should pay attention to providing complete information and advertisements about green food products on social media.