| dc.description.abstract | Pollution is one of the most urgent problems recently which required government and civilian to contribute for solving this issue. In that, eliminating the wastes from factories has been creating more bad effects on environment. For this reason, corporations need have responsibility in reducing the pollution. Green product
is one of solution which was applied in many countries in the world. There are also many researches about green product studied in many countries. However, it is rather new in Vietnam and green products have not yet approached to Vietnamese consumers. Additionally, corporations are unfamiliar to this kind of product and have not yet known thoroughly how consumers react with green product. This is the reason why this research needs to be conducted. This paper is researched based on the theory and the foundation from the previous studies as well as the path model of Linda F. Alwitt and Robert E. Pitts (1996) and the model of Clare D’Souza et al. In that, there
are 7 factors including packaging, label, ingredients, corporate perception, product perception, regulatory protection, green advertisement are considered in order to test influence on consumer purchase intention. This research aims to find out which factor
of green product effect on purchase intention, how they effect and from that, give recommendations.
By applying both qualitative and quantitative method, the data is collected through in-depth interview and surveys. Then, the collected data will be analyzed by help of SPSS software. From analyzed results, this paper offer recommendations for corporations which want to develop green product line. Therefore, they could penetrate how consumers perceive and behave with green product so that they could
build suitable and effective strategy. | en_US |
