In the modern era of marketing, green marketing becomes the new strategy for companies and marketers to change customer purchasing behavior, becomes noteworthy due to its both affluence and influence. So that, the purpose of this research is to identify important factors that affect Vietnamese consumers‟ green purchasing behavior. The findings suggest that respondents have a high positive attitude regarding green products and are ready to buy green products more often. This research also serves as a pioneer study to identify important factors in affecting consumers‟ green purchasing behavior in the VietNam context. It offers practical guidelines to international green marketers planning to target the Asian markets.

Key Words: Consumer behavior, Green marketing, Environment concern, Social responsibility, Environmental behavior