This study was conducted to analyze the influence of awareness on green tourism behavior of people in Can Tho city through the mediating role of attitudes, personal standards and green tourism intentions based on survey data from 170 people. Analysis results from partial least squares structural modeling (PLS-SEM) show that environmental awareness and green tourism awareness have a positive impact on attitudes towards green tourism. Awareness of consequences was found to have a positive impact on personal norms. In addition, the research results also show that attitudes towards green tourism and personal norms have a positive impact on green tourism intention. In turn, this intention has a strong impact on people's green tourism behavior. In addition, the study also documents the indirect effects of environmental awareness and green tourism awareness on green tourism behavior through the mediating role of attitude towards green tourism and green tourism intention. Awareness of consequences also has an indirect influence on people's green tourism behavior through the mediating role of personal norms and green tourism intention. Based on the research results, a number of management implications have been proposed to raise awareness and promote green tourism behavior among people.