| dc.description.abstract | Environmental issues reach the warning status. The more awareness of people
increases, the better opportunity is for green products to explore the market to create
value and revenue. In Vietnam, a broader range of green products has become more
available. However, there is still a gap between consumer choice behavior and consuming
green products.
This leads to the study to understand current perception of people towards green
products and to evaluate choices regarding green products behavior by applying the
theory of consumption values. The study also analyzed the level that each factor in the
research model impacts the choice behavior. Descriptive statistics, reliability analysis,
factor analysis, correlation testing, and multiple linear regression analysis are used to
assess data collected by a survey.
About the current perception of consumers, the results indicate that the term “green
products” is popular, but it is not clearly defined; therefore, it leaves consumers confused.
Not knowing where to buy such products also limits green consumption from the ones
who desire to support going green. Besides, there are four main dimensions influencing
on consumer choice behavior regarding green products, which are emotional value,
conditional value, epistemic value, and environmental concern. Social value and
functional value are not considered as impactful factors.
The conclusion of this research contributes to the addressing of possible solutions
that can help firms in the green business field to increase the level of green products
consumption. | en_US |
