| dc.description.abstract | Nowadays, it is undeniable that Environment protection becomes a hot issue in
the process of globalization especially in developing countries like Vietnam. The
development of Eco-service has significant impacts on society in this area. One of the main
aspects of Environment is the measurement of customers’ Green purchase intention, which
can be either service or product. Therefore, this study was conducted in order to figure out
critical elements impacting on customers’ purchase intention toward Eco-tourism in Tra
Su Forest, a type of new green service.in Vietnam.
In the literature review, some related theories and researches were applied to
propose models for the purpose of study. However, there will be only one conceptual model
with 7 dimensions, which is developed and adapted specifically by The Theory Planned
Behavior (Ajzen 1991). The research also find out how these factors affect to customer’s
purchase intention and the relationships if any between them
Then, Quantitative approach was applied in this study with 306 reliable
response collected to analyze with SPSS software. To be more detailed, in the light of this
study, the questionnaire where questions about evaluations of customers toward seven
predicted factors will be well established to identify the most essential factors among them.
The result showed that Quality, Familiarity, Price Consciousness have a positive
relationship with customers’ purchase intention toward Eco-tour in Tra Su Forest while
Attitude towards Environment, Health Consciousness, and Social Influence do not.
Although some limitations of this study were defined, this study also came up with practical
implications as well as recommendations to help organizations operating in the green
industry have a fundamental knowledge to better serve the custom | en_US |
