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Abstract
The study was carried out with the aim of determining the factors affecting the behavior of choosing eco-friendly bags of people in Hue city. Combining face-to-face and online forms, data was collected from 254 survey participants. The results showed that the behavior of choosing eco-friendly bags of people in Hue city was effected by four factors, namely, in order of importance: media, social value, epistemic value and emotional value. In addition, the study also discovered the positive moderating role of media on the relationship between social values, emotional values and behavior of choosing environmentally friendly bags. Finally, the article discussed the research results and suggested some policies to promote the behavior of choosing eco-friendly bags of people in Hue city in the coming time.