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 drive of this research is to recognize important factors that affect Vietnamese consumers' green purchasing behaviour. The results suggest that defendants have a high optimistic approach about green products and are prepared to buy green products more frequently but as for as the effectiveness of green marketing tools are concerned. This research functions as a innovator study to recognize significant aspects in affecting consumers' green purchasing behaviour in the Viet Nam situation. It offers applied advices to international green marketers forecasting to aim the Asian markets.
