Background: There has been a great effort in the sustainable development community in trying to identify what elements play roles in influencing customers when deciding their purchase of eco-friendly food products. The attempt to rank these criteria’s importance concerning each other also has been put on. Although this field of topic has been studied by various researchers providing diverse perspectives and knowledgeable results in Europe and North America, there are still limited studies with the same concept for emerging countries like Vietnam. 

Purpose: The purpose of this study is to explore the influence between motivations, ability, and opportunity factors on each other and on customers’ decision-making process of buying everyday eco-friendly food products in Vietnam. 

Method: A quantitative method was conducted through an online survey of Vietnamese consumers analyzed through the statistical software program SPSS.

Conclusion:  The result shows that 4 hypotheses were accepted, while 3 were rejected. Overall, the antecedents influencing Vietnamese consumers’ purchasing behavior toward eco-friendly everyday food products are the following, listed from the largest effect to the least effect: environmental self-identity, budget constraint, environmental knowledge, and product involvement.