| dc.description.abstract | Environmental problems are increasingly becoming the warning status. The more conscious
of the environment people encourage, the better opportunities for green products to appear in
the market with purpose of gaining profit and value they create. In Vietnam context, there is a
diverse range of sustainability items that become growingly popular and available as well.
However, the discrepancy between customer demand and consumption of green goods is still
in existence.
This research aims to investigate what determinants affecting sustained green consumption
intention among Vietnamese consumers. The paper reviews literature about the level of each
factor including “ attitude towards green product, subjective norm, environmental concern,
perceived behavioral control, and availability of green product ” by applying the theory of
Reasoned Action along with the theory of Planned Behavior in order to evaluate the decisions
regarding green items intention. Moreover, the paper also proposes 5 main hypotheses
according to underlying variables. With the purpose of measuring the accuracy of proposed
hypotheses and conceptual framework, quantitative method and Partial Least Square
Structural Equation Modeling (PLS-SEM) was implemented.
The research surveyed 207 respondents from questionnaires via both online and offline
platforms to collect data used for the finding. The results show that all of these indicators
significantly affects consumer intention to purchase green products.
Therefore, in terms of practical implication, it would be much valuable for Vietnam market to
formulate the outcomes and turn it to empirical marketing activities to draw more green
consumers’ attention. In addition, the theoretical structures and replicating these in other
fields are helpful to researchers. Discussions, conclusions, limitations and implications are
provided.
9 | en_US |
