| dc.description.abstract | Purpose: This current study was conducted with the aim of investigating a set
of factors exerting an influence on green purchase intention amongst young consumers in
the range of 18 to 25 years old in Ho Chi Minh City, Vietnam.
Research model: The new theoretical framework of this study was proposed
based on the Theory of Planned Behavior (TPB) (Ajzen, 1991) – an extended version of
the Theory of Reasoned Action (TRA) (Ajzen & Fishbein, 1980), and a number of previous
related research. This research not only reexamines the effects of five independent factors
in the prior study but also suggests a new critical factor, health consciousness. Hence, the
research model of this study consists of six independent variables affecting the intention of
young consumers to purchase green items: (1) environmental knowledge, (2)
environmental concern, (3) attitude towards green purchase, (4) social influence, (5)
perceived behavioral control, and (6) health consciousness.
Design/methodology/approach: By using convenience sampling and
snowball sampling techniques, the online questionnaire was distributed to 337 target
consumers, with a total of 322 valid responses. Besides, this study has applied the
quantitative method which incorporates many of the statistical approaches such as
reliability test, exploratory factor analysis (EFA), correlation analysis, and regression
analysis, along with the support of SPSS software (Statistical Package for the Social
Science) version 26.0. in order to test and confirm the proposed hypotheses.
Findings: Apart from the removal of the factor Environmental Knowledge after
correlation testing, the study's findings revealed that all remaining independent factors,
such as Environmental Concern, Attitude towards green purchase, Social Influence,
Perceived Behavioral Control, and Health Consciousness have an influence on consumers'
intentions to purchase green products, with Perceived Behavioral Control being the most
influential determinant.
Originality/ Value: This paper provided marketers and business owners with
relevant understandings related to customer purchasing intentions among Vietnamese young consumers, particularly in Ho Chi Minh City. Furthermore, feasible solutions and
recommendations were also provided for businesses that want to obtain competitive
advantages in terms of green products as well as for future research in this field.
Research recommendations/ limitations: Research limitations and practical
suggestions were discussed in the final section of this paper. | en_US |
