South Asian Journal of Social Studies and Economics

In the context of a rapid transition toward green consumption in major urban areas of Vietnam, such as Hanoi and Ho Chi Minh City, green marketing has appeared as a strategically critical issue for businesses operating in the food and beverage (F&B) industry. This research aims to identify and quantify the extent to which green marketing factors affect consumers’ green purchase intention in Hanoi. Data collection was carried out through a structured survey questionnaire administered to 468 consumers, and the data were analyzed using SPSS, including reliability testing (Cronbach’s Alpha), Pearson correlation analysis (r), and multiple linear regression. The findings reveal that six green marketing factors influence green purchase intention based on 24 observed variables, among which “Green Product”, “Green Price”, and “Green Place” exert the strongest impact. The study contributes empirical evidence in the Vietnamese context, clarifying the role of green marketing in shaping purchase intention and sustainable consumption behavior in urban settings. Moreover, the paper provides managerial implications for F&B enterprises seeking to transition toward environmentally friendly business practices.