Psychological factors and ethically minded consumer behavior - A segmentation analysis on Vietnamese youths
Thu, Nguyen Thi Minh
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Global warming and sustainability are urgent issues that affect every perspective of our life. Ethical consumption is an emerging trend in Vietnam, which changes the consumer behavior and the marketing strategies of companies. Thus, marketers need to learn more insights about what makes people consume responsibly. This research aims to examine the psychological factors leading to the ethical minded consumer behaviors of the youths and analyze how different demographic segments of the youths consume ethically. The data is collected from 361 young people from 12 to 33 years old, across Vietnam. Both independent and dependent factors have diverged into different obstructs differently from the original scale. The findings show that purchasing ethically is impacted by Social Welfare Liberalism, Alienation, Altruism and Perceived Employee Welfare Effectiveness. Nevertheless, 3-item Ecoboycott has been investigated to be influenced by Government Control Liberalism and Perceived Ecological Consumer Effectiveness. Lastly, Social Welfare Liberalism, Alienation and Environmental Concern are predictors of CSRboycott. The segmentation analysis also indicated that young people boycott products based on their ecological impacts differently in different genders, age, education levels and income levels. In contrast, demographic features do not affect other ethical consumer behavior dimensions. The results are useful for marketers aiming to look for target ethical consumers so that the marketing campaigns would be more efficient.