This study was conducted to analyze the influence of environmental factors and recreational factors on the intention to buy green products based on survey data from 170 consumers in Can Tho City. The results of binary regression analysis show that recreational motives and environmental motives both positively affect consumers' intention to buy green products. Specifically, adventurous spirit is recognized as the factor in the recreational motivation group that has the greatest impact on the intention to buy green products, followed by two factors of the environmental motivation group including environmental awareness and concern for the environment. Besides, statistical evidence also shows that cognitive behavioral control and subjective norms also have a positive influence on consumers' intention to buy green products. On that basis, several policy implications have been proposed for businesses to promote consumers' intention to buy green products.