| dc.description.abstract | The main target of this research is to identify the extent of influences of consumer characteristics, which are attitude toward business and loyalty proneness, and cultural factor (individualism) on the ethical intention to purchase green products in Vietnam. Moreover, this research also examine the effect of Vietnamese consumers’ individualism on their green purchase intention. Specially, the Importance and Success dimensions of money ethics construct are involved in this research in order to identify whether consumers’ attitude toward money influences their ethical beliefs. Accordingly, a survey with at least 350 respondents (actually, 420 respondents) has been conducted in Ho Chi Minh City. Hence, this research applies quantitative method to accomplish data analysis by using two statistical software: SPSS 20 and AMOS 20. In other words, these software assists to examine the proposed hypotheses and research model as well as identify the correlations among factors. As a result, the research indicated that consumer ethical intention depends on their ethical beliefs about recycling practices dimension. Furthermore, among three independent factors, the loyalty proneness of consumers has the highest level of impact on consumer ethics while the attitude toward business plays an insignificant role in deciding whether an ethical practice is reasonable. Unfortunately, this research cannot discover any relations between money ethics (the Importance and Success dimensions) and consumer ethical beliefs at 95% level of significance. Finally, the study also demonstrated that the structural model with measurement scales can represent for the population. | en_US |
